FT kicks off subscriptions campaign

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

FT kicks off subscriptions campaign

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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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).