FT promotion highlights high-value audience appeal

LONDON - The Financial Times has turned to bird spotting to target media planners and buyers in the EMEA regions, with a campaign promoting itself as the media owner that attracts an "elusive high-value audience".

FT: new campaign focuses on high-value audience
FT: new campaign focuses on high-value audience

The themed campaign entitled, "A Complete Spotter's Guide to the World's Most Elusive Breeds," will launch with a teaser e-mail on 30 April, followed by a direct mail pack on 6 May, and a refreshed media toolkit at ft.com/advertising.

The direct marketing campaign handled by Touch DDB and DDB London will target 300 existing contacts with a pack and guide and an FT branded pair of binoculars. The guide will also be sent to a further 1,000 recipients.

The pack aims to demonstrate how media planners and buyers can more effectively target an elusive high-value audience using a combination of advertising space in FT print and online products.

The guide profiles six audience "breeds" - including the high net-worth individual, the business decision maker, the entrepreneur, the client-facing professional, the financial professional and the opinion leader.

The newly designed FT online media toolkit will feature a free trial subscription to FT.com, which will allow agencies to sign up to e-mail bulletins and keyword alerts on their clients, competitors and industry sectors.  It will also include case studies, research, audience information, product highlights and information about FT strategic solutions and digital innovations.

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