The campaign is designed to reinforce the message that the Financial Times is the definitive read for coverage of Chancellor Gordon Brown's Budget. The theme of the campaign is the circus and features Brown as a high-wire act balancing between the government's Budget and the looming election.
The campaign includes radio advertising, point of sale for retailers, mobile media and ads in the FT and on . The ads were created by DLKW with media planning and buying through BJK&E.
Radio ads will go out on Jazz FM, LBC and Classic FM between March 16 and 18. Musical advertising vans will also drive around the City and other key locations in central London on March 17 and 18.
The Budget edition of the paper comprises a special supplement devoted solely to the Budget, consisting of 32 pages and a dedicated microsite on FT.com.
Gill Hart, marketing director for the EMEA region at the FT, said: "The marketing campaign creatively highlights the FT's unrivalled coverage of the budget and the delicate balancing act which faces Gordon Brown ahead of the election."
The special edition will remain on sale the following day Friday March 19.
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