It has extended a successful outdoor campaign to the Philippines to ferret out - in the words of one of its editors - "readers with higher than average incomes, better than average minds, but less than average time".
The title faces a major hurdle in the Philippines.
OgilvyOne, the agency behind the campaign, noted that Filipino readers were American-oriented and partial to the American style of writing, with publications such as Time, Newsweek, and Fortune getting top-of-mind awareness.
Working with a small budget, the publication had the rooftop of Bankers' Centre in Manila's financial district painted 'Economist red' with the message 'Read by people in high places'.
OgilvyOne Philippines managing director, Dickie Soriano, said the 15-storey building was just the right height for the message to be read by managers in surrounding prime office blocks.
"When the rooftop was painted, we sent out magazine samples of the publication to the upper floors of the stock exchange. The sample said: 'Read by people like you', said Soriano.
OgilvyOne also negotiated with two leading hotels in the financial district to sponsor their ving key cards, valet tickets and newspaper bags. The valet tickets carry the message 'Key to success', while the key cards say 'Opens doors'.
For the sponsored newspaper bags containing a Manila daily newspaper, the message is: 'For today's news, look inside. For tomorrow's news, look in The Economist'.
More executions are in the pipeline to boost trial and subscriptions, according to Soriano.
