FT launches new campaign featuring readers

The Financial Times has launched a new advertising campaign featuring subscribers such as an MIT professor talking about their relationship with the business newspaper.

The FT extended their subscriptions for their time filming the spots.

The seven-part series was produced by award-winning commercial and film director Felipe P. Soares. It features Peter Beer, an economist in Los Angeles; Tarecca Musabbir, a corporate communications professional in London; Amee Parikh, a corporate law consultant in Singapore; and John Williams, a professor at MIT in Cambridge, Massachusetts.

“FT readers are intelligent, discerning and thoughtful,” said Darcy Keller, the FT’s chief communications and marketing officer, in a statement. “Whether in the US, Europe, Asia-Pacific or elsewhere in the world, they are united by their desire to be informed by journalism they can trust, to understand connections and context driving the news agenda, and to be inspired and challenged by insights with depth and originality.”

The ads will ads appear on channels such as Sky News, Discovery, National Geographic, Bloomberg TV, BBC Online, Monocle’s film section, and Taxi TV in London.

In the FT’s latest global reader survey, which measures the attitudes and reading habits of 7,000 newspaper readers across the world, nine out of 10 people say that they trust what is published in the FT to be impartial, accurate and important.