The Financial Times (FT) is launching a new tactical campaign to promote its coverage of the UK Budget on 22nd April, created by DDB London.

The campaign comes at a time of heightened financial awareness when news of the economic situation dominates the headlines. This is also a key time for the Financial Times – a point in the year when people who might not normally buy the paper would consider doing so with circulation and FT.com traffic increasing accordingly.

The central theme of this year’s Budget will be how to deal with the current financial crisis, and measures taken by the government will be more important than ever for businesses, individuals and the economy. The Financial Times will cover this story in print and online, including the annual Budget Lite supplement, an online microsite and live blog.

The new execution, called ‘Rabbit’, is the latest advert in the award-winning ‘We live in Financial Times’ campaign. The tactical ad plays on the challenge faced by Alistair Darling as he prepares to announce the 2009 Budget in the midst of the current economic situation. It promotes the FT’s quality, in-depth analysis of one of the most difficult of Budgets in recent times.

The execution uses the iconic image of the Chancellor holding up the famous red briefcase, but shows him holding a rabbit instead, as if it’s been pulled out of a magician’s hat. The line used is ‘Can he perform a miracle?’ The press drives to a dedicated microsite: http://www.ft.com/indepth/budget-2009

Caroline Halliwell, Director of Brand & B2B Marketing at the Financial Times, commented: “We are delighted with the latest execution in the ‘We Live in Financial Times’ campaign which reflects our continued investment in the FT brand. The annual Budget provides an ideal opportunity for us to demonstrate our undisputed editorial strength.”

The campaign will launch on 17 April.

For further information, please contact:

Kristina Eriksson, Financial Times, +44 20 7873 4961 or kristina.eriksson@ft.com