The Financial Times is launching a global integrated ad campaign to support its Future of Investing series of definitive ‘post-credit crunch’ journalism.
The creative – an image of a telescope made from a copy of the FT – demonstrates the FT’s strength as a trusted guide through the economic turmoil. Created by DDB London, it will run in print and online from 28th September 2009 and poses the question, “Where are we headed?”
In the UK the campaign will be supported by posters at landmark locations at key commuter sites including Kings Cross, Victoria, Euston and London Bridge terminals for a two-week period. Electronic display screens carrying Future of Investing creative will be piloted with retail agents in key locations in the capital and further support will be provided by a consumer-facing email and direct mail campaign. In addition, a retail and pedicab campaign will pre-promote the series from 21st September.
Caroline Halliwell, Director of Brand & B2B Marketing at the Financial Times, comments: “The Future of Investing demonstrates the FT is leading and owning the debate in the post-crunch world. The weight of the advertising campaign reflects the stature of the series. It will be kicked off by award-winning FT journalist Gillian Tett plus investment correspondent Kate Burgess setting the scene with an overview of the crisis in the investment industry.”
The Future of Investing will run across regular sections of the newspaper and FT.com from 28th September to 17th October. Print advertising will run in the UK and internationally in the FT newspaper, FTfm and FT Money and trade titles including Investors Chronicle and Pensions Week. The series will be supported with an online advertising campaign on Financial Adviser, Investment Adviser and Mergermarket.com among others.
For further information, please contact:
Kristina Eriksson, Financial Times, +44 20 7873 4961 or kristina.eriksson@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 extensive news, comment and analysis, the newspaper is printed at 23 print sites across the globe, has a daily circulation of 395,845 (ABC figures, August, 2009) and a readership of 1.3 million people worldwide. FT.com is the definitive home for business intelligence on the web, providing an essential source of news, comment, data and analysis for the global business community. FT.com attracts 11.4 million unique users, generating 83.2 million page views (ABCe figures, March 2009) and now has over 1.4 million registered users.
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