The initial 10-week, $7.9m campaign will include poster sites at 25 international airports and press advertising in international news, business, inflight and trade publications. Seventy-five percent of international business travelers pass through 12 of the airports included in the campaign. Between January and August of next year, the FT will spend an additional $15.8m on the campaign, according to FT Head of Marketing Julia McKechnie.
At a later date the campaign may include pan- regional satellite television. "There's a potential for (regional) television advertising at the next stage, but it's still less efficient than print," says Mark Lund, Managing Director of Delaney Fletcher Bozell, London, the agency that created the campaign. Media Buying is by BJK&E and KDM.
The campaign is employing the media used by international business travelers because the FT says it has targeted a new audience of 9.5 million business executives who belong to a "corporate nation." The target group consists of "businessmen who have outgrown the boundaries of nations," says Lund,
"This group has realized that to succeed they have to take on an international role. Previously business people considered themselves successful if they made it to the head of a national company." This group of 35-to-55-year-old executives was identified by segmenting current and potential FT readers into attitudinal and lifestyle groups, rather than by demographics.
Members of the "corporate nation'' are international business people whose common corporate experience and culture transcend geographical borders and who travel frequently. The message of the campaign is that if you want to be part of this global business elite, you have to read to the FT.
The FT has a circulation of approximately 180,000 in the U.K. and 130,000 in the rest of Europe. It's circulation in the U.S. is around 30,000. It's available in 140 countries.
Copyright September 1997, Crain Communications Inc.