Advertising campaign
FT Weekend magazine
The campaign disrupts by playing on misperceptions that FT Weekend is just a weekend digest of the weekday FT newspaper. Instead, with its own dedicated team of experts and in-depth pieces, it is one of publishing’s best kept secrets. Loved and cherished by those who discover it, the initiative raises awareness amongst those for whom it is simply not on their radar, inviting more readers to join the FT Weekend tribe.
