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It was raining umbrellas recently in San Francisco.
As part of a promotion heralding its new Redwood City, Calif., printing facility, The Financial Times gave away 4,000 umbrellas in the City by the Bay. The campaign also featured four-color ads in local newspapers and on 33 ad kiosks.
Over three days in late January, the company gave away the umbrellas with copies of the paper near office buildings.
“At times, it was a feeding frenzy,” said Amy Lem, a vice president for circulation at the FT, adding that the paper “could barely keep up with the demand.”
The new printing site will allow better delivery of the paper to Silicon Valley, which is considered a crucial international business hub.
The printing site is the FT’s fifth in the U.S.
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