FT kicks off subscriptions campaign

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LONDON - The Financial Times is this week rolling out a direct and digital media campaign to drive subscriptions in the UK and Europe.

Tullo Marshall Warren has developed a campaign promoting free trial subscription offers, using press, e-mail and online display advertising.

The agency has developed the tagline "From corporate high flyers to fly fishing in Norway", using the image of MC Escher's Sky & Water illustration, to promote subscriptions.

The work and leisure references aim to include the relaunched FT Weekend as a selling point for annual subscriptions.

Press inserts in weekly consumer titles, including The Economist, Time Out and Investors Chronicle, are also being used to promote the offer.


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