World Class Writing
B2B Advertising Strategy
FT Weekend, the award-winning home of lifestyle, arts and culture coverage, needed a campaign to disrupt misperceptions and invite more readers to join the FT Weekend tribe. The challenge we were faced with was to overcome the view that FT Weekend is just a weekend digest of the FT newspaper.
Client
Specialisms involved
FT Weekend, the award-winning home of lifestyle, arts and culture coverage, needed a campaign to disrupt misperceptions and invite more readers to join the FT Weekend tribe. The challenge we were faced with was to overcome the view that FT Weekend is just a weekend digest of the FT newspaper.
Our Insight
We spoke to FT Weekend readers and found that it appeals to those people who have a compelling need and desire to feel plugged into what is happening in culture and the world at large. Every Saturday, the FT Weekend offers a relaxing change of pace for people who like winding down without switching off.
The Campaign
We played off the globally familiar 5:2 weekday / weekend ratio to deliver a clear message: there’s more to FT than just weekday reporting. We have given an intelligent target audience something to decode that reflects the contemporary, classy and cool values of the brand. Our FT Weekend campaign ran globally in print, digital and social, OOH including digital billboards, tram liveries and retail point of sale.
Highlights
