FT launches global campaign targeting corporate subscribers

Posted by Savita Sauvin on September 1, 2010 at 2:24 PM

Following its recent creation of print and digital circulation metrics and its collaboration with U.S media monitoring service provider BurrellesLuce, the Financial Times is launching a global press campaign targeting business subscribers, MarketingWeek.co.uk reported today.

The global press campaign launched today under the tagline, "Some tools aren't a luxury." It is designed to boost corporate subscriptions by showing off the financial daily as an essential business tool companies cannot live without.

Image: Mediaweek.co.uk

The core message that the campaign aims to convey is that the financial daily's corporate subscriptions are an invaluable addition to businesses, according to the newspaper.

"It is more important than ever for businesses to be equipped with tools that keep them ahead of less well-informed competitors," Caroline Halliwell, FT director of brand and B2B marketing told Marketing Week. "The question we want our audience to ask isn't 'can we afford to have a subscription?' but instead 'can we afford not to have one?'"

The pictorial representation of the ad shows a paratrooper in freefall, empty-handed Arctic explorers and an unarmed police squad.

"Over 800 corporate customers have already decided that the FT is essential," Caspar de Bono, Managing Director of B2B at the Financial Times was quoted by the newspaper. "These customers benefit from cost effective corporate rates and the rights to access FT journalism across thirty different platforms."

The press campaign created by DDB London will feature in major business publications that include Management Today, Time, Fortune, Newsweek and Director, according to Marketing Week.