The Financial Times has today launched a new global brand campaign for FT Weekend. The Open Minds campaign, inspired by its colourful and provocative journalism, aims to encourage stronger engagement with FT Weekend by the FT’s core business audience, while attracting new readers to its world-class coverage of arts, culture, ideas and lifestyle.
The campaign, which builds on a 2017 refresh and rebrand of FT Weekend under editor Alec Russell, will have two phases. The first will include out-of-home, digital display, online video and retail elements in high profile locations in London, Hong Kong and New York's Times Square. The second phase, in the summer, will have a major experiential focus, marking a new direction for the Financial Times.
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