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Financial Times

Financial Times celebrates 125 years with new marketing campaign and subscription offer


By Ishbel Macleod, PR and social media consultant

February 13, 2013 | 2 min read

The Financial Times is today celebrating 125 years by launching a series of initiatives; including an anniversary feature in print and online, a new marketing campaign and subscription offer, and a series of global events.

A global marketing campaign will include a new print and online creative by adam&eveDDB, featuring a rolled up Financial Times with the tagline ‘Still guiding the way for global business’. The campaign will appear in selected print and digital titles as well as on digital outdoor screens in London.

FT CEO John Ridding said: “Since 1888, the FT has grown to become the world’s most authoritative source of global business and political news, providing a trusted guide to international affairs, and we are now read by more people than ever before.

“During our 125 year history, much has changed, especially with the digital disruption of recent years. But there are some crucial constants – the quality of our journalism and the innovation we have brought to bear in adapting to the changing demands of our readers and in creating a dynamic multi-channel business.”

The newspaper was first published on 13 February 125 years ago, and to celebrate the FT is offering a special anniversary deal of $125/£125/€125 for a one-year standard subscription, valid for new subscribers only and available to purchase on 13 February at

Over the course of the year FT 125 and FT tablet app shaped hot air balloons will fly over global financial hubs and the FT’s headquarters in London will be lit pink to commemorate the milestone.

Financial Times

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