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Financial Times launches interactive marketing campaign at New York’s Grand Central Terminal

Partners with award-winning designer David McCandless to explain global economy and mobile technology through 3-D projection mapping

NEW YORK: The Financial Times today launches a stunning interactive marketing campaign focused on new ways to engage its US and global audiences. Housed in Vanderbilt Hall at Grand Central Terminal, FT Graphic World will feature a series of 3-D interactive film projections created in collaboration with award-winning writer and designer David McCandless, author of Information is Beautiful. Projected onto a wall, the infographics will tell stories of three topics in line with the global breadth and expertise of FT news and analysis:

-               The US and the global economy
-               The mobile technology revolution
-               The global recovery

Using a touch-sensitive floor mat, visitors to the exhibit will interact with the films and explore their content in greater detail.

This campaign launches on the back of strong digital growth for the FT in 2011, with a 26% year on year increase in online readership and 68% rise in mobile users. The infographics, along with all other campaign materials and a complementary weeklong FT.com subscription offer, will also be accessible online at http://www.ftgraphicworld.com and widely shared with the FT’s vast social media community.

David McCandless said: “In an age of big data and complex financial systems, both effective storytelling and a global view are key to understanding what’s happening and what will happen next in international trends and the economy. With an unrivaled journalistic pedigree and a strong global perspective, the FT is a great partner for this endeavor, which marks the new direction for the data visualization field.” A video interview with David McCandless about this project is available at http://youtu.be/RuN0Q33R6sI (embed code is below).

Rob Grimshaw, managing director of FT.com, commented: “FT Graphic World’s installation at Grand Central embodies how the FT, as a pre-eminent source of business news and analysis, supplies its readers with a snapshot of actionable information from around the globe each day. The infographics bring this data to life in the same way that our journalism is presented: with great clarity, across multiple platforms, and from a global perspective.  The campaign also represents a substantial investment in the US market, where our digital subscriptions grew by over 30% in 2011.”

The campaign, which was developed in partnership with DDB, will be supported by online banner advertisements, outdoor advertising in Times Square and on taxi screens throughout New York City.

The general public can visit the installation at Vanderbilt Hall March 27-29, from 7:00 AM-9:00 PM EST. For more information, please visit http://www.ftgraphicworld.com.

- Ends -

Embed code for David McCandless video interview:

<iframe width=”560″ height=”315″ src=”http://www.youtube.com/embed/RuN0Q33R6sI” frameborder=”0″ allowfullscreen></iframe>

For further information please contact:

Darcy Keller
Head of Communications in the Americas
& Global Press Office
T: (+1) 212 641 6614
E: darcy.keller@ft.com

Kristina Eriksson
Head of Communications, EMEA
T: +44 (0) 20 7 873 4447
E: kristina.eriksson@ft.com

Azmar Sukandar
Head of Communications, Asia Pacific
T: (+852) 2905 5519
E: azmar.sukandar@ft.com

About the Financial Times:

The Financial Times, one of the world’s leading business news organisations, is recognised internationally for its authority, integrity and accuracy. Providing essential news, comment, data and analysis for the global business community, the FT has a combined paid print and digital circulation of 601,269 (Deloitte assured, 3 October 2011 to 1 January 2012) and a combined print and online average daily readership of 2.2 million people worldwide (PwC assured, November 2011). FT.com has more than 4.3 million registered users and 267,000 paying digital subscribers. The newspaper, printed at 22 print sites across the globe, has a global print circulation of 316,493 (ABC, February 2012).

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