The Financial Times has unveiled a new “Facts. Truths.” marketing campaign promoting its coverage of the US election as Americans prepare to go to the polls on November 8 while the world watches. Featuring illuminating statistics from its coverage of US issues such as household income, immigration, trade and manufacturing, the campaign underscores how the FT equips readers with insight they can trust.
This fully integrated campaign is visible across print, digital, experiential and out of home, and is complemented by a targeted broadcast and paid media strategy. It supports the FT’s objective to grow its readership and increase engagement with its journalism through high-impact campaigns tied to the news agenda. Much of the creative was produced in-house by its team of designers, working closely with FT journalists to identify notable or surprising facts of consequence to Americans and relevant to the US presidential election conversation.
FT’s SVP of communications and marketing Darcy Keller said, “Now more than ever, people are hungry for information and insight they can trust. This campaign underlines the FT’s reputation for quality, integrity and accuracy — characteristics that are particularly valuable in times of uncertainty.”
The experiential aspect of the campaign, executed by M&C Saatchi PR, launches today in New York City, London and Washington DC, using reverse graffiti. Positioned at high-footfall locations throughout each city over a period of weeks, the FT aims to draw attention to issues that affect Americans as well as the rest of the world. The FT worked with creative agency Founded to come up with the campaign line, “Facts. Truths.”, and supporting assets such as the 2016 election badge, which was implemented across multiple assets from emails through to search, social and display.
For more information visit www.ft.com/uselection
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For further information, please contact
UK and Europe
Rebecca Heptinstall, head of brand and employee communications
T: +44 (0)20 7873 3097
Ryann Gastwirth, head of communications in the Americas and global events
T: +1 917 551 5094
About the Financial Times
The Financial Times is one of the world’s leading business news organisations, 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 in excess of 805,000. Mobile is an increasingly important channel for the FT, driving more than half of total traffic.