The Financial Times has launched a major corporate campaign with the strapline “Some tools aren’t a luxury”. It is aimed at positioning the corporate FT subscription as an essential business tool that companies cannot afford to be without.
The three designs include a paratrooper in freefall, empty-handed Arctic explorers and an unarmed police squad – the insight being that although an FT corporate subscription is a cost to your business, the benefits you get in return are invaluable.
The latest series of the award-winning ‘We Live in Financial Times’ campaign will appear in titles including Management Today, Director, Time, Fortune, Newsweek, Accountancy Age and Legal Week from Wednesday 1 September.
Caspar de Bono, Managing Director of B2B at the Financial Times, said: “Over 800 corporate customers have already decided that the FT is essential. These customers benefit from cost effective corporate rates and the rights to access FT journalism across thirty different platforms.”
Caroline Halliwell, FT’s Director of Brand & B2B Marketing, added: “It is more important than ever for businesses to be equipped with tools that keep them ahead of less well-informed competitors. The question we want our audience to ask isn’t ”can we afford to have a subscription” but instead ”can we afford not to have one”.”