FT Lands Multi-Media Promotion With Mercedes-Benz

Mercedes-Benz is running a promotional campaign across the FT newspaper and FT.com platforms.

The campaign follows the “Lucky Star” theme developed in recent television commercials. It centers around an online card game which offers the chance to live like the luckiest man in the world for one week.

Claire Payne, UK advertisement director of the FT, commented: “This promotion allows both Mercedes-Benz and ourselves to push the boundaries of online technology.”

The print and online press campaign will also feature an email to 500,000 FT readers.

Despite tough economic conditions, total online advertising spend increased by 7.1% year on year during 2001 to £165.7m, according to the IAB. Chief executive of the IAB, Danny Meadows-Klue, cites the increasing popularity of internet advertising with blue-chip companies as a key factor behind this continued strength. He said: “Today the marketing campaigns of traditional brands are driving the medium’s growth, replacing the marketing dominance of young internet companies.”

According to Nielsen/NetRatings, automotive manufacturers are the biggest users of online rich media advertising, conducting 37.4% of their advertising online.

Vice president of client analytics at Neilsen/NetRatings, Charles Buchwalter, commented: “Industry watchers looking for a signal of renewed vivacity in the online ad industry will be tracking publishers who successfully sell rich media to clients.”

Pearson: 020 7411 2000 www.pearson.com

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