It's not just the dotcoms who are realising the potential of
non-mainstream and below-the-line advertising - the grand old Financial
Times has leapt into the fray with its sponsorship of a musical comedy
in Hong Kong.
FT publisher Deidre Ball, never one to miss out on a good marketing
opportunity, couldn't resist the chance to try something dramatically
(oh, ho ho ho) different and signed up to sponsor the production of Sir
Alan Aykbourn's A Chorus of Disapproval, performed by the Hong Kong
Singers this month.
Vine is very excited about this move by a major publication into
supporting the arts in Asia, and as a result has decided to pen the
musical version of Hardship Posting. Hear that, Colonel Ken?
