The Financial Times has unveiled a new brand campaign today, as chancellor George Osborne reports a resurgence in the British economy.
The campaign, which shows Britannia climbing back onto her plinth, is set to run across print and digital media, outdoor, online display and London taxis.
Creative directors at adam&eveDDB Rob Messeter and Mike Crowe said: “The poster has fallen out of favour in recent years, so it’s nice to see the FT continue its history of provoking conversation with iconic imagery.”
A social media initiative asks readers to share their views by using the hashtag #FTBritannia on Twitter, Facebook and Google+; with the comments garnered to be collated and answered by the FT’s UK editorial economics team and published in a blog post on ft.com.
Catherine Jacklin, FT’s director of global brand and B2B marketing, said: “Britannia mounting her plinth captures the very essence of the UK’s recovering economy. Readers come to the FT for for an authoritative view on global economics, and by launching this cross-channel campaign we are tapping into the intelligence and insight of our audience.”
The campaign, entitled ‘Britain, back on its feet?’, asks whether recent economic indicators implying an economic turnaround are likely to symbolise long-term growth.