"Our intention is to build FT.com's brand to make it the definitive information point for business people looking for any kind of information. That's why we are making this investment in marketing," says Michael Forster, managing director of FT.com.
The print campaign will run in June and July in the EveningStandard, the Financial Times, weeklies such as The Economist and Marketing Week, and across leading U.K. Web sites.
A TV burst will follow in July consisting of 20-second and 10-second commercials as well as a seat-back campaign in London cabs.
"FT. completely mad about business" is the theme of the campaign, created by Delaney Fletcher Bozell, London (DFB) and Modern Media.Poppe Tyson. It uses quirky black and white photography to communicate FT.com's positioning of passionate obsession with business.
Media planning and buying is being carried out by Western International Media.
FT.com currently has 1.92 million registered users and 250,000 regular visitors.
Copyright June 1999, Crain Communications Inc.