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FT offers risk free trial subscriptions in global campaign

The Financial Times is launching a global integrated marketing campaign that looks to position itself as the trusted source for world news and analysis during turbulent economic times.

The campaign runs across print, online, television and outdoor.

The creative includes a visual rendition of ‘SOS’ in Morse code depicted with global currencies, accompanied by the text ‘The stormy world economy. Get the trusted, global perspective.’

The print and online advertisements will appear in The Economist, Bloomberg Business Week, Fortune, Harvard Business Review, Technology Review, Money and Fast Company, while the television commercial will air on BBC World, MSNBC and Bloomberg TV.

Outdoor placement will be focused in the US only, which includes key commuter rail systems, bus stops parking garages and public phone booths throughout New York and Washington.

“This new marketing campaign reflects how the FT’s international renowned network of journalists continues to answer the call of the uncertain economic climate with expert news by providing sharp insights and a global perspective on the most pressing issues of the day,” said director of brand & B2B marketing for the Financial Times, Caroline Halliwell. 

Dean Kelly, London