Behind the FT Weekend’s ‘Experience a different world’ campaign
The Financial Times has released a ‘making of’ film that explains the research, thinking and creative approach behind its FT Weekend campaign.
The FT Weekend campaign, titled ‘Experience a different world’, will run across TV, cinema, radio, outdoor, print and digital media. It is the largest global campaign to promote FT Weekend, its Saturday and Sunday edition, ever run.
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.”
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. 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.”
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, finishing with the tagline ‘Read beyond the expected’. The TV commercial – a first for FT Weekend – shows the title’s coverage of arts, culture and style brought to life. The music has been composed exclusively for the TV and radio ads by electric musician Robin Rimbaud.
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.
Senior Marketing Manager
Financial Publishing & B2B
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