FT launches ad campaign to promote editorial series

The Financial Times is launching a print and outdoor ad campaign to back a new editorial series focusing on the growing force of consumers in Brazil, Russia, India and China (BRICs).

An integrated marketing and advertising campaign will support the series. Press advertising will span FT titles and FT.com from today (11 January) and appear on Hemscott.com and LSE.co.uk from 18 January.

In the UK, posters at 50 key commuter sites including Moorgate, Gerrards Cross, Marylebone and Victoria will support the campaign.  Retail agents in key locations will use electronic display screens carrying the BRICs creative.

Further support will be provided by a consumer-facing EMEA and US email and direct mail campaign. In addition, a retail, field marketing and pedicab campaign will pre-promote the series from 13 January.

The creative for the campaign has been created by DDB London and will be used globally. It applies familiar illustrative styles to visually represent the modern elements of each country and emphasise their growing economic importance.

The BRICs series launches in FT magazine on 16 January. A week of print, online and interactive content will examine whether consumers in the BRICs countries have the power to pick up the slack in the global economy following the retreat of the US consumer. 

Caroline Halliwell, director of brand & B2B marketing at the Financial Times, says: “The BRICs series demonstrates that the FT is at the forefront of analysing the shift of power in the global economy, and it explains why the BRICs nations are of increasing importance for the business world.”

Last week, The Investors Chronicle, a weekly magazine for private investors published by the Financial Times Group, unveiled a new logo to celebrate its 150th anniversary this year.

The Financial Times recently announced it is enhancing its offering for FT.com premium subscribers with three new services to drive loyalty and revenues. Its publishing group Pearson has warned that advertising revenues at the Financial Times continue to struggle in a “weak” market.

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