The title revealed a new print and digital subscription bundle.

Subscribers can now get premium digital access to the Financial Times website, and delivery of the Saturday newspaper.

The new campaign aims to grow readership of print on the weekend.

Editor of FT Weekend, Alec Russell, said: “FT Weekend delights and inspires our readers with unimpeachably classy coverage of the arts and lifestyle that is written and edited by an exceptional collection of journalists. It is a home for award-winning, long-form writing – as highlighted by our three prestigious prizes in this week’s UK Press Awards. For us, it is culture rather than the cult of celebrity that matters. As one FT Weekend reader said recently, it chooses content that’s “not just hip that week, but very well-rounded… I love that it comes out on Saturdays because I then have two days to indulge and enjoy it.”

Chief communications and marketing officer at The Financial Times, Darcy Keller, said, “The new campaign emphasises the distinctive and rewarding experience readers around the world find in the pages of FT Weekend. With few exceptions, people are growing more and more busy during the week, driven by to do lists, focused on immediate tasks and scanning news in bite-sized chunks and on in-between time. We all look forward to that weekend feeling when our time is ours – not to tune out, but to tune in. FT Weekend, with its original, thought-provoking writing, is tailor-made for people who want to expand their horizons and relax – without switching off.”