Titled ‘Britain, back on its feet?’, the FT asks whether recent economic indicators implying an economic turnaround are likely to symbolise long-term growth.
The poster campaign spans print and digital media, outdoor, online display and London taxis. It features an image of the well-known figure of Britannia climbing back onto her plinth.
A social media initiative asks readers to share their views by using the hashtag #FTBritannia on Twitter, Facebook and Google+. Comments will be collated and answered by the FT’s UK editorial economics team and published in a blog post on ft.com.
Catherine Jacklin, FT’s director of global brand & B2B marketing, said: “Britannia mounting her plinth captures the very essence of the UK’s recovering economy. Readers come to the FT for for an authoritative view on global economics, and by launching this cross-channel campaign we are tapping into the intelligence and insight of our audience”.
Creative directors at adam&eveDDB Rob Messeter and Mike Crowe said: “The poster has fallen out of favour in recent years, so it’s nice to see the FT continue its history of provoking conversation with iconic imagery.”
