FT reinforces readership with Money Bagus

FINANCIAL TIMES   CAMPAIGN   ONLINE 

Hong Kong -  To coincide with marketers setting their budgets during this period, Financial Times has rolled out phase 2 of its B2B campaign with the launch of an Asia-specific advertising site for media buyers in this region.

In February this year, as reported in Marketing, FT sent out bonsai plants to media buyers in Asia Pacific and encouraged them to download a widget on their desktops to receive customised news feeds and quick links to its rate cards and media kits. 

This time, media buyers around Asia will receive an FT branded name card holder that will contain key facts about the publishing company's reach and coverage in Asia as well as business cards of key contacts from FT. 

The bite-sized facts are sourced from PAX, BE:Asia and FT global readership survey such as "Almost 1 in 2 FT readers in Asia are C-level executives" or "The FT reaches more top management than the WSJA and IHT combined".   

Jocelyn Cripps, regional marketing director, Asia for Financial Times said the objective of this campaign is to raise awareness of its new advertising site and familiarise media planners so they will use it.

She said the campaign aims to continue engaging the media buying and planning community in the region to remind them of FT's influential readership.

Six personas ranging from Kee Man (business decision-maker), Money Bagus (high net worth individual), V.Bright (entreprenuer), C.F.Oh (financial professional), Lee Der (opinion leader) to Uppy Mobile (client-facing professional) are created to represent FT's readership profiles.

The Asia specific advertising site features FT.com content, a video interview of Angela Mackay, executive director, head of Asia Pacific for Financial Times on this initiative and a brief overview of the company over the year including a column for media buyers to sign up and receive FT's Media news alerts.

Tribal DDB created the website for this campaign. 

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