Virtual Glass City brands
 Financial Times in Asia

Share this content:
The Financial Times' Glass City landing site targets nonsubscribers in Asia
The Financial Times' Glass City landing site targets nonsubscribers in Asia

The Offer: Visitors to The Financial Times' Glass City landing site "gain deeper insights into world business" by experiencing the London-based newspaper's news analysis and commentary distilled into a microcosm of onscreen interactive elements that link back to

The Data: The campaign, which launched in September and is running only in Asia, targets nonsubscribers, with the aim of selling both print and online subs and encouraging engagement with The Financial Times' website.

The Channel: Direct mail pieces were sent to prospective subscribers and an online push included advertising via LinkedIn, email and geotargeted search and display messages on Google and Yahoo. Billboards were placed in the business districts of Hong Kong and Singapore. Ads ran in The Economist and on Bloomberg TV. All channels promoted the Glass City microsite and

The Creative: An extension of The Financial Times' "Cityscape" campaign, Glass City sought to create a snapshot of global news events to demonstrate the paper's value to readers. Visitors navigate through the microsite, zooming in on various scenarios that "explore the diversity of business." Embedded links take users to explanatory articles and related analysis on


John Gagné is SVP and executive creative director at Proximity Canada. Gagné, who joined Proximity in 2006, leads one of the largest creative departments in Canada. He is based in Toronto. 

I kept trying to find more and do more with Glass City. No. It's a landing page that directs you to different articles on Far too much overhead for far too little payout. Jocelyn Cripps, regional marketing director of The Financial Times in Asia, is quoted as saying the objective is to improve engagement at Unfortunately, Glass City works as a turnstile.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above