FT launches its biggest ad campaign for How To Spend It

The Financial Times has launched its biggest brand campaign to-date to promote its recession-defying luxury lifestyle supplement, How To Spend It, and its accompanying website.

Howtospendit.com: print, TV, online advertising
Howtospendit.com: print, TV, online advertising

Economic recovery may still be tentative, and unemployment in the UK continues to rise, but Howtospendit.com, and its mix of unashamedly indulgent lifestyle content, continues to grow in popularity.

Ever since its launch last October, the website has attracted a host of high-end sponsors and advertisers around themes of holidays, dining, fashion, health and grooming and jewellery, including Rolex, Krug and Harry Winston.

The £2m ad campaign, created by DDB London, is being touted as the FT's "most significant investment in a supplement yet", and comes as the publisher hopes to build upon its position in the luxury sector.

The ambitious multi-platform campaign includes activity in print, TV, online and at prestigious summer events.

It marks the first time an FT supplement campaign includes TV advertising, although this does not include terrestrial channels, running across Eurosport's golf and yachting coverage.

Print ads will target readers of Vanity Fair, CN Traveller, Harpers Bazaar, Hurlingham Polo and Yachting World among others.

Online advertising will use a mixture of rich media, overlays and MPUs on sites including Hemscott.com, Economist.com and LSE.co.uk. Media planning and buying has been handled by WPP's Maxus.

Howtospendit.com will also sponsor high-profile polo games including matches at Cowdray Park, Beaufort and the Cartier International match at the Hurlingham club on 25 July.

Caroline Halliwell, director of brand and B2B marketing at the Financial Times, said: "Howtospendit.com offers our advertisers an unparalleled opportunity to hit a niche, hard-to-reach audience. The FT and How to Spend It have a strong heritage in the luxury market, and our editorial credibility and audience make us the perfect channel for luxury brands."

The ad campaign follows the website's launch some 15 years after the launch of How To Spend It supplement.

How to Spend It editor-in-chief Gillian de Bono said the new campaign will take howtospendit.com's profile "to the next level" and will help build its readership of "web-savvy, influential and wealthy consumers".