FT kicks off subscriptions campaign

By Andrew McCormick, mediaweek.co.uk, Tuesday, 27 May 2008 01:30PM

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.

This article was first published on mediaweek.co.uk

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