The Financial Times launched Thursday a multi-million dollar print and digital marketing campaign in the United States, promoting itself as the authoritative source on U.S. and global business, economic and political news.
The ads include an image of thousands of red, white and blue cars lined up to form the U.S. flag, invoking the confident American manufacturing spirit and implying that it may be coming back, the iconic geological image of a horizontal drilling rig with the rock strata being represented by the American flag, focusing on the energy revolution that is occurring in the U.S. due to shale gas ‘fracking,’ and stars from the European Union flag surrounding President Obama’s head, showing the possible hard-hitting effect of the eurozone crisis on the US economy.
“This campaign reflects the FT’s unwavering commitment to delivering a sharp perspective of global business news and analysis with intelligence, insight and wit,” said Caroline Halliwell, director of marketing for the Financial Times, in a statement. “It also represents a substantial investment in the U.S., one of our fastest growing markets.”
The advertisements will appear in print and digital editions of The Economist, Bloomberg BusinessWeek, Fast Company, Fortune, CNN Money and New Scientist throughout the summer.
