FT starts new ad campaign with “Make the right connections” slogan

The Financial Times has started a new advertising campaign using the tagline “Make the right connections.”

The campaign uses business news stories that the FT has recently covered, such as the impact of the China slowdown on African commodities, how a change in the Chinese diet is affecting the Australian land market, what might happen to Bordeaux sales if the Chinese property market goes bust, the impact virtual reality could have on the tourism industry, and whether a post-Brexit Britain could become the Venice of the 21st century.

It is the first time the FT has put its journalism at the heart of its marketing strategy as it seeks to extend its reach, grow reader engagement and increase its paid circulation.

“The FT serves as a trusted guide for global professionals – joining the dots from Shanghai to San Francisco and all points in between, and revealing the story beneath the surface,” said Darcy Keller, senior vice president for marketing and communications, in a statement. “This campaign highlights the FT’s unique perspective and showcases our journalism in a visual and thought-provoking way.”

The FT has a combined paid print and digital circulation of 780,000.