Financial Times reinforces trust factor

Hong Kong - The Financial Times has today launched a seasonal out-of-home and email marketing push to reinforce its positioning as a "trusted source of global business news and analysis".

The large-format billboards launched today around the central business districts of Hong Kong, including large sites on Queen's Road Central, Des Voeux Road and Connaught Road.

The campaign runs until the end of 2008 and will be supported by a regional B2B email campaign to clients and advertisers featuring similar creative, but in an online format at www.ftyourtrustedguide.com.

The creative, from DDB London, features a St Bernard dog with a copy of the Financial Times around its neck, heroically emerging from an alpine storm.

Jocelyn Cripps, regional marketing director of the Financial Times, said the aim of the campaign is to clearly illustrates the role played by the FT in these uncertain economic times.

"Our readers are looking for a ‘trusted guide' through the turmoil and this is exactly what the Financial Times provides," she said.