The Financial Times (FT) has launched a global marketing campaign ‘Experience a different world’ to promote the FT weekend, its Saturday and Sunday editions.
The activity will run across both offline and online media, including TV, cinema, radio, outdoor and print.
The several million pound campaign has been developed with communications consultancy Verbalisation. It includes a series of ads that show the effect of FT Weekend content on a reader’s mind, finishing with the tagline ‘read beyond the expected’. The TV commercial – a first for FT Weekend – shows the title’s coverage of arts, culture and style brought to life. The music has been composed exclusively for the TV and radio ads by electric musician Robin Rimbaud.
Plus, the integrated B2B marketing campaign will engage business, luxury and consumer clients and their agencies to experience FT Weekend and the advantage it can bring to their advertising.
Catherine Newman, global director of brand and B2B marketing at the newspaper, said: “The ‘Experience a different world’ campaign is about developing a separate brand identity for FT Weekend that complements the master brand. Just like our weekday audience, FT Weekend readers recognise difference to be an advantage, and they are just as influential and driven. On weekdays our readers seek the advantage that comes from the FT’s business intelligence, and at the weekend they are attracted to our unique view on life, arts and culture.”
