FT posters target occasional readers

The Financial Times is moving away from its conventional text-based ads with a new campaign from Delaney Fletcher Bozell that is designed to broaden the newspaper’s readership.

The Financial Times is moving away from its conventional text-based

ads with a new campaign from Delaney Fletcher Bozell that is designed to

broaden the newspaper’s readership.



The broadsheet has in the past concentrated on advertising to its loyal

and frequent readership base, in order to consolidate its standing among

this group.



But, following a steady year-on-year increase in circulation, the FT is

now keen to appeal to occasional readers, who view the newspaper solely

as a business publication, and encourage them to read it more frequently

because it covers a much wider range of subjects than they may have

realised.



The outdoor campaign, planned and bought by BJK&E, will run on poster

sites in commercial centres throughout the UK and Ireland from 1 May

until the end of June.



Three different photographic executions juxtapose a subject people may

not think the FT would cover with another one that they would expect it

to.



One ad shows a man staring out of his office window while a tree sits in

the foreground. The text reads: ’From office Feng Shui to world timber

yields.’



In another execution, against a cityscape backdrop, a glass of water

with the reflection of a stressed city worker sits next to some

pills.



The headline reads: ’From corporate stress to pharmaceutical

giants.’



All the executions carry the ’No FT, no comment’ strapline. The ads were

written by Jon Elsom and art directed by Ken Sara at Delaney

Fletcher.



Richard Warren, the joint managing director of Delaney Fletcher,

explained: ’We wanted to use stylised photography to get across to the

reader that the FT is a more modern and dynamic newspaper.’



The FT’s marketing director, Gordon Willoughby, added: ’The different

executions draw your attention to the wide variety of topics we cover -

from management trends to personal career development - reminding you

that the FT is relevant reading for a broad range of people in general

business.’



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

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).