London: The Financial Times is launching a brand campaign to coincide with news of a resurgence in the British economy. Titled ‘Britain, back on its feet?’, the FT asks whether recent economic indicators implying an economic turnaround are likely to symbolise long-term growth.
The poster campaign spans print and digital media, outdoor, online display and London taxis. It features an image of the well-known figure of Britannia climbing back onto her plinth.
A social media initiative asks readers to share their views by using the hashtag #FTBritannia on Twitter, Facebook and Google+. Comments will be collated and answered by the FT’s UK editorial economics team and published in a blog post on ft.com.
Catherine Jacklin, FT’s director of global brand & B2B marketing, said: “Britannia mounting her plinth captures the very essence of the UK’s recovering economy. Readers come to the FT for for an authoritative view on global economics, and by launching this cross-channel campaign we are tapping into the intelligence and insight of our audience”.
Creative directors at adam&eveDDB Rob Messeter and Mike Crowe said: “The poster has fallen out of favour in recent years, so it’s nice to see the FT continue its history of provoking conversation with iconic imagery.”
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Kristina Eriksson, Head of Media Relations
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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 more than 600,000 (Deloitte assured, Q2 2013). Mobile is an increasingly important channel for the FT, driving more than a third of FT.com traffic and a quarter of digital subscriptions. FT education products now serve 25 of the world’s top 50 business schools.