FT launches campaign to promote new China editorial series

The Financial Times is launching an integrated marketing and advertising campaign today to support a new editorial series exploring the rise of China – the world’s fastest growing super power.

The campaign will promote the ‘China shapes the world’ editorial series which runs from 18 to 22 January to coincide with Chinese Premier Hu Jintao’s visit to the US.

The campaign’s creative, designed by DDB, features an image of a traditional Chinese carnival dragon with a tail consisting of the flags of major global economies. The creative will be used globally across print, online and retail, appearing in the FT, The Economist, Time, The Week, Linked In, WebAds, Interactive Investor, Investors Chronicle, Financial Adviser and Pensions Week. Poster advertising will appear at key London commuter stations such as Waterloo and Victoria and the series will also be promoted via point-of-sale marketing.

The editorial series itself will look at China’s influence and impact on economies around the globe. ‘China shapes the world’ will discuss fears about China’s economic and military rise – including the rivalries between Chinese and US navies in the south and east China seas – and explore geopolitical issues like the increasing Chinese diaspora in European countries such as Spain.

An online version will be hosted on FT website and will carry video reports and interviews with major figures that compliment the pieces in the print version.

FT Director of Brand & B2B Marketing Caroline Halliwell said: “The global economy is changing and our ‘China shapes the world’ series leads the way in analyzing China’s impact on the rest of the world. The investment in this campaign demonstrates the FT’s commitment to both world-class editorial and the FT brand.”

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