Product category:
Integrated marketing
News Release from: TMW
Edited by the Marketingservicestalk Editorial
Team on 28 May 2008
TMW develops campaign for FT
Tullo Marshall Warren (TMW) has developed an integrated campaign for the Financial Times (FT) to encourage senior business people to take advantage of a six-day subscription offer.
The DM activity will involve press inserts, email and online banners The FT will target prospects in the UK and Europe with different subscription offers
This article was originally published on Marketingservicestalk on 5 Jun 2008 at 8.00am (UK)
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In the UK, customers will be given the opportunity to enjoy both the FT and FT Weekend for four weeks for just GBP1.
Meanwhile, customers in Europe will receive free delivery, as well as a four-week trial.
TMW was faced with the challenge of developing creative that would successfully communicate the breadth of news, insight, analysis and lifestyle features that the FT and FT Weekend has to offer its readers.
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The creative was also required to work across Europe for consumers where English may not be their first language.
With this mind, TMW came up with the strapline: 'From corporate high flyers to fly fishing in Norway', showing the illustration Sky and Water originally drawn by 19th Century artist MC Escher.
Together they help to convey that, while FT and FT Weekend are different, readers can experience both business news during the week and a stimulating broader read on the weekend.
The creative is being used for a four-page insert in several publications in the UK, including The Economist, Time Out, Money Weekly and Investors Chronicle.
A two-page insert is being placed in publications that include The Economist and Time across Europe.
For the online campaign, TMW is working very closely with the digital arm of its business, digitaltmw.
The team has taken the same creative theme and applied it to online banners, which are being run as ads on FT.com and with third-party sites such as The Economist, and emails that will be sent to prospects taken from the FT database.
Dominic Moore, Account Director at TMW, said: "Traditionally, we have promoted subscriptions to the FT off the back of a big offer.
"However, this is not using its greatest asset to the full - its world-leading content.
"With this campaign we have tried to change perceptions of the FT and FT Weekend from being purely business focused to a complimentary blend of insight and lifestyle".
Kevin Morgan, Head of UK Marketing at FT, said: "We recently relaunched FT Weekend, so we are keen to show readers and prospects there is a lot more to the FT than financial news and analysis.
"We are delighted with the concept TMW has created.
"Our subscription campaign will help the FT build its brand globally".
The FT appointed TMW, part of the Creston group of companies, as its retained direct marketing agency for the EMEA (Europe, Middle East and Africa) region back in February 2007.
TMW has been involved in a range of innovative direct communications in order to help the FT and FT.com meet its readership and subscription targets.
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