FT develops campaign to promote Davos coverage

The Financial Times is readying a series of editorial products and accompanying marketing campaign to cover the World Economic Forum in Davos next week.

The editorial series kicks off on Tuesday (26 January) with a tabloid supplement called “The Davos Agenda” and the special report ‘The World in 2010’ the following day.

The FT will also provide daily news, analysis and video features and the online coverage will include blogging by guest writers such as Sir Martin Sorrell, Sir Howard Davies and Professor David Daoqui Li. There will be a dedicated Twitter feed to the forum.

The series culminates with a cover feature in the FT Weekend Magazine on 30 January and a special ‘Davos Insight’ magazine on 1 February.

The marketing campaign includes global print and online advertising and a UK retail promotion. The creative has been developed by DDB London and features a postcard with “outstanding views from Davos that will feature the differing viewpoints and opinions that will be shared and discussed at the event.

Lionel Barber, editor of the Financial Times, said: “The World Economic Forum in Davos is attended by some of the important decision makers from across the globe. The Financial Times’ editorial series will reinforce our position as the pre-eminent source of global economic analysis.”


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The team at Deutsche Bank is to be congratulated for producing its The Importance of A&P report. For the IPA, it’s yet more evidence that our long-term initiative in the City is bearing fruit.


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