FT lights up readers weekend

Hong Kong - The Financial Times has rolled out a campaign themed "Light up your mind" aimed at promoting its weekend newspaper across Hong Kong and Singapore.

The campaign, which will run in two phases for eight weeks includes point-of-sale, sampling and in-paper press ads, with a targeted campaign focusing on direct marketing initiatives to convert trial users into paid subscribers via edm, inserts and promotional partnerships.

Creative adaptations by DDB Hong Kong featuring images of brain scans to show how the paper is a stimulating weekend read are also displayed in-store at Dymocks stores in the territory.

Additionally, the FT will supply branded marketing collaterals to 30 upmarket country clubs, coffee houses and restaurants in Hong Kong and Singapore including an exclusive offer for Parkview members to sample copies of the paper at its premises.

Jocelyn Cripps, regional marketing director for the FT in Asia, said there is a "substantial opportunity" to grow readership and circulation of FT's weekend edition.

"We are aiming at a wide group of smart, intellectually curious individuals who value quality over quantity in their weekend newspaper,"she added.

OMD handled media buying and planning for this regional campaign.