The objective was to create a strong brand identity (outside of the FT) and make the site the leading business portal. Targetting a largely younger audience FT.com was positioned as 'mad about business' - like their target market. The aim was to drive traffic to the site. Awareness was raised using TV plus selected broadsheets and later TV, outdoor, press and cinema and eventually a roll out in national and trade press, underground and taxi media, etc. This resulted in an explosion in site traffic - a 342% increase in 9 months. Campaign and brand awareness was raised. Share price rose 200% during the campaign