The 2IFC was wrapped in the world’s largest building wrap, mocked up to look like a giant copy of the Financial Times newspaper. It prominently displayed the FT Asian Edition masthead across the top of wrap. Other participants such as Cathay Pacific Airways, HSBC Bank and the government body Brand Hong Kong sponsored giant ‘feature ads’ on the newspaper artwork.

The wrap delivered cost efficiency, publicity and kudos. Measured against premium billboard rates, the entire building wrap cost less than 10% for a billboard of the same size, valued at over US$5million. The commercial sponsors entered the Guinness Book of Records for creating the world’s 'largest advertisement on a building.'