The Financial Times launched Tuesday an interactive marketing campaign focused on new ways to engage its U.S. and global audiences.
Housed at Grand Central Terminal, FT Graphic World features a series of 3-D interactive film projections created in collaboration with award-winning writer and designer David McCandless. Projected onto a wall, the infographics will tell stories of three topics — the U.S. and global economy, the mobile technology revolution and the global recovery — being covered by the FT news staff.
The campaign launches on the back of strong digital growth for the FT in 2011, with a 26 percent year on year increase in online readership and 68 percent rise in mobile users. The infographics, along with all other campaign materials and a complementary weeklong FT.com subscription offer, will also be accessible online at http://www.ftgraphicworld.com.
“In an age of big data and complex financial systems, both effective storytelling and a global view are key to understanding what’s happening and what will happen next in international trends and the economy,” said David McCandless in a statement. “With an unrivaled journalistic pedigree and a strong global perspective, the FT is a great partner for this endeavor, which marks the new direction for the data visualization field.”
Rob Grimshaw, managing director of FT.com, commented: “FT Graphic World’s installation at Grand Central embodies how the FT, as a pre-eminent source of business news and analysis, supplies its readers with a snapshot of actionable information from around the globe each day. The infographics bring this data to life in the same way that our journalism is presented: with great clarity, across multiple platforms, and from a global perspective. The campaign also represents a substantial investment in the US market, where our digital subscriptions grew by over 30 percent in 2011.”
The campaign, which was developed in partnership with DDB, will be supported by online banner advertisements, outdoor advertising in Times Square and on taxi screens throughout New York City.
