Media Moves

Financial Times starts ad campaign in the U.S.

October 26, 2016

Posted by Chris Roush

FT ad campaign 2016Jessica Goodfellow of The Drum writes about the new advertising campaign that the Financial Times launched Wednesday in the United States.

Goodfellow writes, “The ‘Facts. Truths.’ campaign launching today (26 October) is one of the largest integrated brand campaigns the publisher has ever executed, and includes executions across print, digital, social, display, experiential and out of home, as well as targeted broadcast and paid media strategy.

“Election day is fast arriving so the FT has timed its campaign at a critical moment in the race as voters prepare to go to the polls. The campaign features a range of statistics from its coverage of US issues such as household income, immigration, trade and manufacturing, to prove to voters how the FT equips readers with useful insight and facts, to help them decide the best way to vote.

“The media plays a huge role in influencing affecting and this was prominent ahead of this year’s EU vote, with many blaming the media for not properly educating the British public as to the outcomes of voting to leave the European Union. With the media firmly in the spotlight, the FT said it see these ‘times of uncertainty’ as a growth opportunity.

“‘The US election is an extremely consequential event, not only in America but on the world stage,’ said FT’s SVP of communications and marketing Darcy Keller. ‘The campaign emphasises how the FT equips readers with information and insight they can trust on a range of topics that matter to them – a particularly valuable service in times like these.'”

Read more here.

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