Ad campaign to promote FT.com launched

Publication the Financial Times (FT) is set to launch an integrated advertising campaign in support of its website.

“FT.com assists time-poor professionals by being a comprehensible and trusted source of global business information and analysis, edited by over 500 experts around the world,” explained Caroline Halliwell, director of brand and business-to-business marketing at the FT.

It will run online from May 4th and the campaign focuses on the fact that when searching online, numerous returns often come from a wide variety sources, with a notable difference in the information needed and the information received, the FT explained.

The campaign uses images that could come up while searching for financial terms, such as an EMU search coming up with a picture of the emu bird, with the FT claiming to “know exactly what you are looking for”.

Historian Simon Schama recently joined the FT as a contributing editor and he will be writing regularly for the publication on a variety of topics.

His articles will feature in the FT and FT Weekend.