T. ROWE PRICE CAMPAIGN EMPHASIZES HOW ACTIVE EXCHANGE TRADED FUNDS (ETFs) CAN HELP INVESTORS MANAGE MARKET VOLATILITY
T. Rowe Price (NYSE:TROW) has launched a creative marketing campaign highlighting its actively managed ETFs' ability to help investors navigate market volatility. The multi-platform initiative features unique upside-down imagery across television, print, digital, and physical installations, including a distinctive installation at Manhattan's Oculus.
The campaign emphasizes how T. Rowe Price's 24 actively managed ETFs combine ETF benefits (cost efficiency, liquidity, tax advantages) with active management capabilities. The timing is significant, as active ETFs have attracted $183 billion in U.S. inflows during the first half of 2025, representing 39% of all U.S. ETF inflows according to Morningstar.
T. Rowe Price (NYSE:TROW) ha lanciato una campagna di marketing creativa che evidenzia la capacità dei suoi ETF gestiti attivamente di aiutare gli investitori a navigare la volatilità del mercato. L'iniziativa multi-piattaforma presenta immagini capovolte uniche su televisione, stampa, digitale e installazioni fisiche, inclusa una installazione distintiva all’Oculus di Manhattan.
La campagna evidenzia come i 24 ETF gestiti attivamente di T. Rowe Price combinino i vantaggi degli ETF (efficienza dei costi, liquidità, vantaggi fiscali) con le capacità di gestione attiva. Il momento è significativo, poiché gli ETF attivi hanno attirato $183 miliardi di flussi in entrata statunitensi durante la prima metà del 2025, rappresentando il 39% di tutti i flussi di ETF statunitensi, secondo Morningstar.
T. Rowe Price (NYSE:TROW) ha lanzado una campaña de marketing creativa que destaca la capacidad de sus ETFs gestionados activamente para ayudar a los inversores a navegar la volatilidad del mercado. La iniciativa multiplataforma presenta imágenes invertidas únicas en televisión, prensa, digital y instalaciones físicas, incluida una instalación distintiva en Oculus de Manhattan.
La campaña subraya cómo los 24 ETFs gestionados activamente de T. Rowe Price combinan los beneficios de los ETF (eficiencia de costos, liquidez, ventajas fiscales) con las capacidades de gestión activa. El momento es significativo, ya que los ETFs activos han atraído 183 mil millones de dólares en entradas en EE. UU. durante la primera mitad de 2025, lo que representa el 39% de todas las entradas de ETFs en EE. UU. según Morningstar.
T. Rowe Price (NYSE:TROW) 는 적극적으로 관리되는 ETF가 투자자들이 시장 변동성을 극복하는 데 도움이 되는 능력을 강조하는 창의적 마케팅 캠페인을 시작했습니다. 다중 플랫폼 이니셔티브는 텔레비전, 인쇄물, 디지털, 물리적 설치물 전반에 걸쳐 거꾸로 된 이미지를 특징으로 하며, 맨해튼의 Oculus에서 독특한 설치를 포함합니다.
이 캠페인은 T. Rowe Price의 24개의 적극적으로 관리되는 ETF가 ETF의 이점(비용 효율성, 유동성, 세금 이점)과 적극적 관리 능력을 결합하는 방법을 강조합니다. 시점은 중요합니다. 2025년 상반기에 적극적 ETF가 미국으로 1,830억 달러의 자금 유입을 끌어들였으며, Morningstar에 따르면 이는 미국 ETF 자금 유입의 39%를 차지합니다.
T. Rowe Price (NYSE:TROW) a lancé une campagne marketing créative qui met en évidence la capacité de ses ETF gérés activement à aider les investisseurs à naviguer dans la volatilité du marché. L'initiative multiplateforme présente des images inversées uniques à la télévision, dans la presse, le numérique et les installations physiques, y compris une installation distinctive à l’Oculus de Manhattan.
La campagne souligne comment les 24 ETF gérés activement de T. Rowe Price combinent les avantages des ETF (efficacité des coûts, liquidité, avantages fiscaux) avec les capacités de gestion active. Le moment est significatif, car les ETF actifs ont attiré 183 milliards de dollars de flux entrants aux États-Unis au cours du premier semestre 2025, représentant 39 % de l’ensemble des flux vers les ETF américains selon Morningstar.
T. Rowe Price (NYSE:TROW) hat eine kreative Marketingkampagne gestartet, die die Fähigkeit seiner aktiv verwalteten ETFs hervorhebt, Investoren durch Marktschwankungen zu navigieren. Die plattformübergreifende Initiative zeigt einzigartige verkehrte Bilder über Fernsehen, Print, Digital und physische Installationen, einschließlich einer markanten Installation in Manhattans Oculus.
Die Kampagne betont, wie die 24 aktiv verwalteten ETFs von T. Rowe Price die Vorteile von ETFs (Kosteneffizienz, Liquidität, Steuervorteile) mit Fähigkeiten der aktiven Verwaltung kombinieren. Der Zeitpunkt ist bedeutsam, da aktive ETFs in der ersten Hälfte von 2025 laut Morningstar 183 Milliarden US-Dollar an Zuflüssen verzeichneten und damit 39% aller Zuflüsse in US-ETFs ausmachen.
T. Rowe Price (NYSE:TROW) أطلق حملة تسويقية إبداعية تبرز قدرة صناديق الاستثمار المتداولة المدارة بنشاط على مساعدة المستثمرين في التنقل خلال تقلبات السوق. المبادرة متعددة المنصات تتميز بصور معكوسة فريدة عبر التلفزيون، والطباعية، والرقمي، والتركيبات الفيزيائية، بما في ذلك تركيب مميز في Oculus مانهاتن.
تركز الحملة على كيفية جمع 24 صندوقاً مُداراً بنشاط من T. Rowe Price بين مزايا ETFs (الكلفة الفعالة، السيولة، الامتيازات الضريبية) مع قدرات الإدارة النشطة. التوقيت ذو دلالة، حيث جذبت صناديق ETFs النشطة في النصف الأول من 2025 نحو 183 مليار دولار من التدفقات الداخلة في الولايات المتحدة، وهو ما يمثل 39% من جميع تدفقات ETFs في الولايات المتحدة وفقًا لـ Morningstar.
T. Rowe Price (NYSE:TROW) 已推出一项富有创意的营销活动，突出其主动管理的交易所交易基金（ETF）在帮助投资者应对市场波动方面的能力。该多平台倡议在电视、印刷、数字及实体装置中展示独特的颠倒的画面，其中包括曼哈顿Oculus的一处独特装置。
该活动强调，T. Rowe Price的< b>24只主动管理ETF结合了ETF的优势（成本效率、流动性、税收优惠）与主动管理能力。时机也很关键，因为主动ETF在2025年上半年的美国资金流入达到< b>1830亿美元，占美国所有ETF资金流入的39%，据Morningstar统计。
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Visually engaging upside-down, multi-platform promotion encourages financial professionals to consider active ETFs when volatility flips the market
The television portion of the marketing initiative delivers a unique implementation of the traditional television commercial, featuring custom sponsored segments that appear as simulated newscasts with images rotated 180 degrees. They feature conversations 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
"We are embracing the idea that when markets feel upside down, actively managed ETFs can help turn your investment world straight again," said Kelly Fredrickson, Head of Global Brand and Public Relations at T. Rowe Price. "Our active ETFs deliver the best of both worlds—the cost efficiency, liquidity, and tax advantages of the ETF format, combined with the flexibility and responsiveness that only skilled active management can provide. In today's uncertain markets with high degrees of market concentration in major stock indexes, advisors and investors need investment options with the agility to pivot and the precision to uncover attractive investment opportunities."
Along with the television spot, the multi-platform marketing program consists of several components geared toward financial advisors, wealth managers, registered investment advisors (RIAs), and individual investors. It will run through the end of the year. Full components include:
- Out-of-Home: Upside-down newsstand installation at
Manhattan's Oculus, targeting thousands ofNew York City financial professionals during their daily commute on September 16 and 17, as well as billboards - Print Activation: "Bloomberg BusinessWeek" monthly issue with a sponsored cover wrap uniquely printed upside down and a four-page vertical gatefold advertorial.
- Digital: Display and video across T. Rowe Price owned and external publishers' sites, aligned with the campaign's theme
- Social: Coordinated social media activations across platforms and T. Rowe Price owned channels
- Television: Custom content by Bloomberg Media Studios featuring upside-down simulated "newscast" with sponsored segments on Bloomberg TV morning shows.
The marketing effort intends to spark interest and garner attention through its flipped images. The two-minute ad airs tomorrow during Bloomberg TV morning programs, and can be viewed in full here.
The initiative is an extension of T. Rowe Price's successful "The Power of Curiosity" brand platform launched in 2024, which emphasizes how the firm's research-intensive, skilled active management can help investors navigate market uncertainty. Active ETFs have seen substantial investor interest in recent years, with inflows of
T. Rowe Price launched its first active ETFs in 2020 and now offers 24 actively managed ETFs across equity and fixed income categories. Designed to outperform passive indexes, each T. Rowe Price active ETF applies the longstanding investing capabilities of the firm's active managers, based on rigorous global research and the regular practice of asking better questions, as they strive to deliver better investment outcomes for clients.
1 McCann, Brendan (2025), "Active ETFs Brought in Record
ABOUT T. ROWE PRICE
T. Rowe Price (NASDAQ-GS: TROW) is a leading global asset management firm, entrusted with managing US
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SOURCE T. Rowe Price Group
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