WORLD'S LARGEST NEWSPAPER ADS PUBLISHED

'Financial Times' Wraps Hong Kong's Tallest Building

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HONG KONG (AdAge.com) -- The Financial Times has created the world's largest
Photo: Financial Times
The partially finished wrapped-building 'edition' of the Financial Times. Larger image.
Photo: Financial Times
Clinging to the surface of the building, Japanese climbers get a breathtaking view as they 'publish' the paper. Larger image.

newspaper -- complete with paid ads -- by wrapping Two International Finance Center, Hong Kong's newest and tallest skyscraper, and the location of the newspaper's new Asian headquarters.

88-story building
The wrap will adorn the north and east side of the 88-story building on Hong Kong harbor from Oct. 21 through mid-November. Each side portrays a cover from one of the Financial Times' two sections.

The cost of the project was not disclosed, but it required 60,000 square feet of mesh fabric and stands 1,200 feet above ground. That amount of outdoor media space in Hong Kong would be worth about $6 million at current ad rates, said Charles Brian-Boys, managing director of WPP Group's Mediaedge:cia, Hong Kong. The wrap also features ads for Hong Kong-based advertisers Cathay Pacific Airways and HSBC bank.

Japanese climbers
Eighteen climbers from Australia installed the giant promotion. The concept was developed by Mediaedge:cia, which works with Hong Kong's MTR Corp. and Sun Hung Kai Properties, both part-owners of the skyscraper. Financial Times' ad agency, Doremus, led creative.

The wrap highlights a TV, print, online and oudoor marketing push to promote the the business publication's new Asian edition that carries the tagline "Independent. Inspired. Indispensable." Ads are also running in Singapore, Japan and South Korea.

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