FT's guide to 'elusive breeds' mailer

The Financial Times is embarking on a direct marketing campaign to prompt advertisers to target its high net worth reader market.

Titled  ‘A Complete Spotter's Guide to the World's Most Elusive Breeds', the direct mail-led campaign, which began rolling out at the beginning of May, includes a pair of branded binoculars and a bird themed guide to help media planners and buyers in the UK and EMEA to identify six high-end audience ‘breeds'. With names such as ‘Money Bagus', ‘Luvas Mobilus' and ‘Toppus Doggem', the profiles include entrepreneurs, business decision makers and financial professionals and provide information on their natural habitat (where they are usually located), feed (media consumption), migration (holiday) and distinguishing characteristics (how to identify them). The campaign encourages recipients to target these audiences using advertising space on FT's print and online products.

"We understand that these are tough times and wanted to highlight that due to the power of our global audience, the FT is the most effective route to reach the world's most influential and affluent people," explains Caroline Halliwell, director of brand and B2B marketing at the FT.

The DM packs were sent out to 300 existing contacts while the guide will be delivered to a further 1000 media planners and buyers across the EMEA. Guy Bradbury, executive director of Touch DDB, the agency involved in the marketing, explained they needed to create something memorable. "This idea was all about creating something pertinent to media buyers, something they would keep referring to but also enjoy reading and in doing so consider the FT more often," he says.

The campaign also refers to recently refreshed FT's online media toolkit, an online service that also features case studies, research, audience and FT strategic solutions and digital innovations to assist businesses with marketing.

 

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