FT backs Asia launch with fully integrated campaign

HONG KONG - The Financial Times is backing the launch of its new edition for Asia, in print and online, with an above- and below-the-line marketing campaign that features the strapline 'Independent. Inspired. Indispensable'.

The new English-language edition, which launched today, will boost the circulation of the global business newspaper and increase the reach of FT.com across the Asia region.

With content commissioned and edited by the company's recently established news-editing operation in Hong Kong, the new FT Asia edition incorporates increased coverage of Asian business, financial and political news, comment and analysis. The editorial team in Asia was expanded earlier this year, with specialist reporters added to its regional network.

The marketing campaign spend is over £1m and positions the FT as a complete and essential read for the internationally minded business person in Asia, with the strapline: "Independent. Inspired. Indispensable."

The campaign was created by business-to-business agency Doremus, and with media through OMD and PR agency Fleishman Hillard. The three Omnicom agencies were appointed earlier this year.

Activity includes outdoor poster sites in key business districts across Hong Kong and Singapore, as well as a direct marketing campaign across the region, including Japan and Korea, and the screening of the FT's television commercial on stations such as CNN, Bloomberg and BBC World.

Su-Mei Thompson, commercial director for the Financial Times in Asia, said: "The new FT Asia edition has a truly global perspective, which is not available elsewhere. This is essential for our readers, who are internationally-minded business people with a need to see Asia in-depth, but also in context."

Features in the of Asia edition include a new "Investing in China" section, published every Wednesday and a revamped Global Investing fund management section, published every Monday. There will also be increased Asian content in the Lex column and dedicated leader and specialist columns on Asia.

FT.com will also feature Asia Watch -- a new online analysis of equity markets, as well as Asia-focused Lex live notes published during the Asian business day. There will be more online special reports, linked to FT.com's database and elements of the site will be translated into Chinese for zhongwen.ft.com, the FT's recently launched website for the internationally-minded Chinese business person.

Olivier Fleurot, chief executive of the Financial Times, said: "In the last six years, we've transformed the FT from a predominantly UK-based title to a truly global publication. This is the final piece in our global jigsaw. The new Asia edition will boost our global circulation and enhance our advertising revenue, giving our advertisers more opportunities to reach the valuable Asian market."

The Financial Times now has dedicated editions, in print and online, for the UK, continental Europe, US and Asia.

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