The Financial Times unveiled its largest global campaign to promote FT Weekend, its Saturday and Sunday edition, on February 14, 2014. The campaign, titled ‘Experience a different world’, will run across TV, cinema, radio, outdoor, print and digital media.
Catherine Newman, global director of brand and B2B marketing, said: “The ‘Experience a different world’ campaign is about developing a separate brand identity for FT Weekend that complements the master brand… 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.”
The several million pound global campaign was developed with communications consultancy Verbalisation and includes a series of ads that show the effect of FT Weekend content on a reader’s mind.
The global broadcast schedule includes BBC Worldwide, Bloomberg TV, CNBC and Sky News. Print titles include The Economist, The Guardian, Monocle, Time Out, Campaign, and CB News. Outdoor and retail displays include posters at the Champs-Elysees, global airport lounges and train terminals, trams and MTR in Hong Kong and the World Financial Center Ferry Terminal in New York.
The TV commercial displays the title’s coverage of arts, culture and style brought to life.
Watch it here: