The 'Model Customer' campaign is targeting female ad executives over the age of 30 to emphasise the high-end value of the FT's readership. It combines direct and digital strategies by sending targeted recipients a doll that represents the FT consumer before driving them to a dedicated competition micro site.
This website features rate card information before inviting recipients to customise their doll by giving them name and personality based their hobbies and interests and the product they wish to advertise.
Jocelyn Cripp, regional director in Asia for the FT, said: "The campaign has been developed to demonstrate to media planners and buyers that the FT can deliver an affluent and sophisticated audience with multiple interests and content that extends far beyond finance."
Entries must be submitted by the 12 August with competition winners receiving a VIP experience at a choice of hotels.
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