Case Studies
The Financial Times partners with SLH
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 Small Luxury Hotels of the World (SLH) to design a prize draw competition where SLH will giveaway two sets of a 3-nights accommodation at any SLH of choice worth USD$1,200 for new FT subscribers.
- FT to provide SLH one quarter page run of paper co-branded advertisement in FT Weekend (Asia edition) to promote the Competition.
- FT to give exclusive 4-week free trial to the FT Weekend to all SLH Club members.
- SLH to include FT free trial offer in their monthly e-newsletter to The Club members.
Partner
SLH is an exclusive brand comprising of more than 520 luxury, independent hotels offering an infinite variety of memorable experiences in 70 countries around the world. Starting with 75 hotels in 1991, SLH has expanded by 452 hotels whilst maintaining strict criteria for all prospective hotel applicants wishing to join the SLH portfolio.
Print Advert
EDM Communication
Website
Results
- This program has just launched at time of publishing
- Final response of redemption rate will be shared at later stage