FT Weekend targets subscribers with global ad campaign
A global advertising campaign for FT Weekend has been launched today by the Financial Times as the paper seeks to drive subscriptions for its Saturday and Sunday edition.
Titled ‘Experience a different world’ it will run across TV, cinema, radio, outdoor, print and digital media, offering people the chance to pick up a standalone FT Weekend subscription.
Devised in conjunction with communications consultancy Verbalisation the campaign seeks to illustrate the effect of the titles content on the readers mind, concluding with the tagline ‘read beyond the expected’.
FT Weekend editor Caroline Daniel said: “From Donald Trump to Angelina Jolie; the selfie specialist Danish PM Helle Thorning-Schmidt to snooker star Ronnie O’ Sullivan – FT Weekend offers readers the essential mix of life, arts and culture. At FT Weekend, our writers combine facts with entertainment, to deliver the best of the world with wit and authority. This investment is a big show of confidence in the brand and its success."
An integrated B2B marketing campaign will run in tandem with this effort to tempt businesses, consumers and their agencies to give the paper a whirl.
Catherine Newman, global director of brand and B2B marketing, added: “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."