How to spend...£2m promoting your luxury goods supplement

Happy days are here again it would seem…Or perhaps the rich, like the poor, are always with us. Either way, the FT says it is spending £2m promoting its Saturday luxury goods supplement, How to Spend It.

Here’s the press release:

The Financial Times today launches a £2m global brand campaign to promote howtospendit.com, the luxury lifestyle website of the award-winning How To Spend It title. The move is part of the FT’s strategy to increase its leadership in the luxury sector.

Backed by the most significant investment in a supplement yet, the FT’s ambitious multi-platform campaign, developed by DDB, will feature in print, TV, online and at prestigious summer events.

It is the first time an FT supplement campaign includes TV advertising, featuring on EuroSport’s coverage of high profile golf and yachting events. howtospendit.com will also sponsor high-profile polo games including matches at Cowdray Park, Beaufort and the Cartier International match at the Hurlingham club on 25 July.

Print advertising will target readers of Vanity Fair, CN Traveller, Harpers Bazaar, Hurlingham Polo and Yachting World among others. Online advertising will use a mixture of rich media, overlays and MPUs on sites including Hemscott.com, Economist.com and LSE.co.uk.

Caroline Halliwell, Director of Brand & B2B Marketing at the Financial Times said: ‘Howtospendit.com offers our advertisers an unparalleled opportunity to hit a niche, hard to reach audience. The FT and How to Spend It have a strong heritage in the luxury market, and our editorial credibility and audience make us the perfect channel for luxury brands.”

How to Spend It editor-in-chief Gillian de Bono said: ‘Following a successful launch, this campaign will take howtospendit.com’s profile to the next level and will help build our readership of web-savvy, influential and wealthy consumers.”

 

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