Partnership Marketing » The Financial Times partners with Cathay Cineplexes

Case Studies

The Financial Times partners with Cathay Cineplexes

Client

One of the world’s leading business news and information organisations, recognised for their authority, integrity and accuracy – Financial Times (FT) for Asia Pacific.

Brief

Increase subscriptions sales through the use of brand partnership added value offers
Acquire new subscribers to FT by working with partners to target their customers
Acquire data that can be used to market subscriptions through brand partnerships
To target audience who are senior business, frequent flyers, predominantly male
Creating awareness of the FT brand
Gaining unbuyable media presence

Objectives

Prospect data for acquisition campaigns
Subscription generating campaigns
Tactical offers for win backs
Increase subscription sales
Decrease churn rate of existing subscribers
Create partnerships that connect with the target audience

Solution

To partner with Cathay Platinum Movie Suites to promote a 4-week trial of the FT for cinema tickets purchase
FT to provide Cathay with leaflets, landing page, registration form and complimentary copies of the FT for Cathay’s executive lounge area
Cathay to provide FT with cinema screen ad space, website & eDM

Partner

Cathay Platinum Movie Suites are luxurious and exclusive movie theatres catering to an upscale audience looking for a special cinema experience

What they offer to their customers: