FT books one in five UK sites in outdoor blitz for Your Money

The Financial Times has booked one in every five poster sites in Britain for a week, in the first stage of a multi-million-pound drive to promote its personal finance website, FT Your Money.

The Financial Times has booked one in every five poster sites in

Britain for a week, in the first stage of a multi-million-pound drive to

promote its personal finance website, FT Your Money.



Motive Communications has bought the 8,500 six-sheet sites from More

Group to spearhead a year-long marketing offensive costing pounds 7.5

million.



The ads were created by BBH Unlimited.



The campaign launched on 20 January. For the weeks after the initial

burst, Motive has booked 100 48-sheet posters on the London Underground,

which is handled by TDI, as well as ads on the backs of seats in 2,500

taxis. This will reinforce an online campaign that began in September,

using sites such as Yahoo!, Lycos, Excite, This Is London, Sky and

FHM.



’When FT Your Money came in to see us we were incredibly excited,’ said

Steve Kershaw, managing director of BBH Unlimited. ’It wanted a campaign

that focused not on buying financial products, but on making simple

decisions that can transform people’s daily lives.’



He added: ’The vision behind the site made it so much easier for us to

come up with a distinctive communications strategy and creative work

that we are very proud of.’



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