Lowes deal secures Vauxhall Omega for FT’s launch section

Lowe Howard-Spink’s media arm, Western International Media, has persuaded the Financial Times to launch a weekly two-page sports section in which Western’s Vauxhall Omega will be lead advertiser for the first year.

Lowe Howard-Spink’s media arm, Western International Media, has

persuaded the Financial Times to launch a weekly two-page sports section

in which Western’s Vauxhall Omega will be lead advertiser for the first

year.



The deal is part of Western’s media strategy for the launch of the

Omega, which will also focus on sports editorial in an additional three

national newspapers - the Mail on Sunday, the Sunday Times and the Daily

Telegraph.



The FT was a core title for the campaign but Western was keen to book

its ads in a sports environment. Although the FT has looked at the issue

of sports coverage before, the new section has the approval of Richard

Lambert, the paper’s editor.



Michael Murphy, the UK sales director at the FT, commented: ’This kind

of deal shows that the FT is being proactive with both agencies and

clients in seeking new ways to work together.’



Tim Allnutt, media account manager at Western, said: ’The FT is a core

title to be in and sport is a powerful proposition for us. We know that

people are far more likely to take notice of an ad in a section they

have an interest in - so we needed to work with the FT to create

that.’



The two-page section, carrying a single ad for the Omega, will appear

every Friday from 7 March.



The launch comes as one of a number of changes that the FT is planning

for the spring. From the first Saturday in March, the paper’s bi-monthly

weekend magazine, How to Spend it, increases to a monthly frequency.

This will be followed on 8 March by a redesigned FT Weekend.



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