Multimedia news outlet The Financial Times is encouraging advertisers to ‘reach [its] readers’ with a B2B marketing campaign designed to drive industry take-up of its advertising and partnerships offering.

Devised in partnership with creative agency Motel, the campaign will be centred around a series of executions that resemble real headlines that might feature in the paper, such as Where opinion formers form opinions’, ‘Talk to the 22.4mn who influence the 8bn’ and ‘Not read by any old Mark, Elon or Jeff’.

Campaign assets will also focus on key advertiser sectors such as luxury, fashion and banking in international markets including the UK, US, Singapore and Paris.

Running across the Financial Times’ key commercial markets, the creative will also have a presence at Cannes later this month, where the news brand will host an an event takeover at the Contagious Villa.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

‘’This new campaign sits at the heart of a wider strategy to raise the profile of FT Commercial’s capabilities in a fresh and creative way, whilst leaning into our brand heritage,” Financial Times commercial head of marketing, Elizabeth Dolin said.

The Cannes activation will also be supported by a range of bespoke out-of-home creatives that will read ‘From can doers to Cannes goers’ and ‘From LA to La Croisette’ through to ‘From property experts to house DJs’ at the Contagious DJ booth.

Motel founder and CEO, Rob Smith added: “There are more than enough reasons to advertise using the FT based on its readership and subscriber numbers alone – the FT’s superpower though is who reads it not just how many read it, which is the driving idea behind the ‘Reach our readers’ campaign”.