The campaign will run across print and online from 28 September with the tag-line "Where are we headed?". The creative, by DDB London, is centred around the image of a telescope made from a copy of the FT.
The UK campaign will be supported by outdoor posters at commuter locations including Kings Cross, Victoria, Euston and London Bridge terminals. Electronic display screens carrying the ‘Future of Investing' creative will also be piloted with retail agents in key locations in the capital. Direct mail and emails will be sent to FT readers.
The Future of Investing series will run across regular sections of the newspaper and FT.com from 28 September to 17 October. Print advertising will run across the UK press, FTfm and FT Money and trade titles including Investors Chronicle and Pensions Week. The series will be supported with an online advertising campaign on Financial Adviser, Investment Adviser and Mergermarket.com.
In June the FT launched a campaign featuring US President Barack Obama. The ad, also created by DDB London, was focused around a quote from Obama during an FT interview. He said: ‘I read the Financial Times before other people. Now everybody carries around a Financial Times.'
The creative showed a sea of spectators watching Obama deliver a speech. The strap line read, ‘Who does the man everyone listens to, listen to?' and included Obama's quote.