The campaign will also encourage take up of a four week trial subscription to the FT.
The campaign takes in print, online, television and outdoor activity and executions include one with “SOS” spelt out in Morse code depicted with global currencies, accompanied by the text “The stormy world economy. Get the trusted, global perspective.”
Another features a St. Bernard rescue dog carrying an FT on its collar.
Advertisements will appear in The Economist, Bloomberg Business Week, Fortune, Harvard Business Review, Technology Review, Money and Fast Company, while the television commercial will air on BBC World, MSNBC and Bloomberg TV.
The outdoor element is for the US only and includes key commuter rail systems, bus stops parking garages and public phone booths in New York and Washington. The campaign was created by DDB.
Director of brand and B2B marketing for the Financial Times Caroline Halliwell says: “The challenging and uncertain economic climate continues to generate an even greater demand for the FT’s expert news and commentary around the world. This new marketing campaign reflects how the FT’s international renowned network of journalists continues to answer this call by providing sharp insights and a global perspective on the most pressing issues of the day.”
The FT is also focused on growing subscriptions to FT.com and sales of its app. It has just ended its relationship with Apple’s app store to pursue sales of its own web-based app that can be downloaded from FT.com.
Read an interview with FT.com managing director Rob Grimshaw here