ASIA-PACIFIC – HONG KONG, SEPTEMBER 5, 2011: The Financial Times has launched a new FT.com brand advertising campaign in Asia today. Created by Rapp, the campaign centers on a ‘Glass City’ image that illustrates how the FT brings its readers and users a complete, unparalleled view of world business all in one place.
The campaign features TV, outdoor, print, direct mail, digital and a dedicated microsite. The campaign runs in Asia, with particular emphasis in Hong Kong and Singapore.
Angela Mackay, Managing Director, Head of Asia Pacific for the Financial Times, said: “The new FT.com brand campaign showcases the strengths and depth of the website to users in Asia and take them to content and tools online that help in daily business decision making.”
The ‘Glass City’ creative for this campaign is an extension of the FT’s well-known world Cityscape campaign. All the online ads will link through to an FT.com ‘Glass City’ digital landscape at www.ft.com/glasscity. Navigating through the site, visitors can explore 16 different scenarios that bring audiences into some of the buildings in the ‘Glass City’ where they can explore the diversity of business and what’s happening around the world. This dynamic landscape links back into topics, news and tools on FT.com.
Jocelyn Cripps, Marketing Director for the Financial Times in Asia said: “The FT newspaper has firmly established itself in the region with a loyal readership amongst the C-Suite and banking and finance industries. We wanted to create an innovative and relevant campaign to further promote FT.com and its wealth of content and tools to a broader range of business readers in Asia. Our combined global online and print circulation also shows a growing demand for the FT’s quality journalism.”
