The campaign shows an image of a telescope made from a copy of the FT and has been created by DDB London.
The advertising is devised to demonstrate the FT’s strength as a trusted guide through the economic turmoil. It will run in print and online from 28 September 2009 and poses the question, “Where are we headed?”
The campaign includes posters at landmark locations at key commuter sites including Kings Cross, Victoria, Euston and London Bridge terminals for a two-week period.
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.
Electronic display screens carrying Future of Investing creative will be deployed 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, says: “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.”
The Future of Investing will run across regular sections of the newspaper and FT.com from 28th September to 17th October.
The FT just reported an average net circulation in the UK of 395,845 for August, down 0.44% on the previous month and down 6.7% for the six month period March to August, year-on-year. However, the publication has been stripping “bulks” out of its headline circulation this year.