The work, by Delaney Lund Knox Warren, is the FT's first UK branding campaign for two years and encompasses TV, radio, outdoor, press and direct marketing.
It comes as the newspaper hopes to attract new advertisers and win readers from The Times and The Daily Telegraph. In March, parent firm Pearson announced the FT's ad revenues were down 23%.
A two-week TV campaign breaks on April 24 around ITV and Sky news slots to promote its revamped weekend package, out on April 26, with a magazine to replace The Business, which folded last August. The 30-second ads will highlight food, fashion and travel coverage.
Most of the budget will be spent on a ten-week outdoor campaign to promote the redesigned daily, which will feature expanded UK news, sports and arts coverage. Posters will use the strapline 'Pink is now perkier'. The campaign was planned and bought by BJK&E.
Trade press activity will include sampling of the FT's 'Creative Business' section. A £1m DM campaign will offer the paper free for two weeks to 350,000 reader prospects.
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