T. Rowe Price has rolled out a multi-channel campaign spanning TV, print, digital, social media and physical activations, using a flipped news segment to showcase its active ETF offerings.
The campaign, which targets financial advisors, wealth managers, registered investment advisors and individual investors, visually flips things upside down and back again to illustrate how actively managed ETFs can help navigate market volatility.
The TV element of the campaign puts a fresh spin on a traditional commercial, opening with a familiar news anchor at a desk but with the visuals rotated 180 degrees.
The spot includes discussions with Jodi Love, lead portfolio manager of four active equity T. Rowe Price ETFs, and Rob Larkins, portfolio manager of the T. Rowe Price QM U.S. Bond ETF, set in a mock studio flipped to symbolise market volatility.
Kelly Fredrickson, head of global brand and public relations at T. Rowe Price, said: “We are embracing the idea that when markets feel upside down, actively managed ETFs can help turn your investment world straight again.”
Alongside the TV spot, the campaign extends to OOH, featuring an upside-down newsstand installation at Manhattan’s Oculus, which seeks to reach thousands of New York City financial professionals during their daily commute, as well as billboards.
In addition, Bloomberg BusinessWeek’s monthly issue will carry a sponsored cover wrap printed upside down, along with a four-page vertical gatefold advertorial. Display ads and videos will also run across T. Rowe Price’s own and partner publisher sites, all aligned with the campaign’s upside-down theme.
The initiative builds on T. Rowe Price’s successful 2024 “The Power of Curiosity” brand platform, which aims to highlight how the firm’s research-driven, expert active management helps investors navigate market uncertainty.
The campaign launch is strategically timed as active ETFs have attracted significant investor interest, drawing $183 billion in U.S. inflows in the first half of 2025 alone—accounting for 39% of all ETF inflows in the country.