media trough M&M Global.“
FT promises readers ‘Truth’ in US election-inspired global campaign27.10.2016
The Financial Times (FT) has rolled out a new global marketing campaign positioning the newspaper as the trusted source for the latest on the US presidential election.
The ‘Facts. Truth.’ campaign, developed by in-house creatives, focuses on key issues being debated ahead of the election on 8 November, including household income, immigration, trade and manufacturing.
Ads, running across print, digital, experiential and OOH, aim to convey that the FT “equips readers with insight they can trust”.
The FT’s senior vice president of communications and marketing, Darcy Keller, said: “Now more than ever, people are hungry for information and insight they can trust. This campaign underlines the FT’s reputation for quality, integrity and accuracy – characteristics that are particularly valuable in times of uncertainty.”
Readers in New York, London and Washington DC will also be targeted with ‘reverse graffiti’ at high-footfall locations, drawing attention to issues that affect Americans as well as the rest of the world.
Last week, the FT claimed that nearly 40% of ad block software users have agreed to ‘whitelist’ its website when asked to do so, despite being offered unrestricted access.
The newspaper carried out a 30-day experiment, with a sample of 15,000 registered users offered three varying degrees of access to FT content alongside a request to deactivate their ad blockers.