FT invites weekend-only readers in global campaign

A TVC leads the 'Experience a different world' campaign, which also includes cinema, radio, outdoor, print and digital media. Additional TV spots wlll debut as the campaign continues.

The work aims to develop a separate brand identity that complements the master brand, according to Catherine Newman, global director of brand and B2B marketing.

The publisher is spending "several million pounds" on the campaign, which it developed with communications consultancy Verbalisation.

FT has placed the ad with broadcasters including BBC Worldwide, Bloomberg TV, CNBC and Sky News, as well as print titles including The Economist, the Guardian, Monocle, Time Out, Campaign (UK), and CB News. Outdoor and retail displays include posters at the Champs-Elysees, global airport lounges and train terminals, trams and MTR in Hong Kong and the World Financial Center Ferry Terminal in New York.

The company is also executing an integrated B2B campaign to engage business, luxury and consumer clients and their agencies.