Thursday, January 21, 2010

Ethnic marketing


It's no surprise that smart marketers are targeting ethnic markets in Canada. We are a nation welcoming to countries abroad and our fabric has been changing substantially over the last 20 years. We've had the unique pleasure of casting Russian, Ukranian, Polish, Tamil and Portuguese when we produced the Ontario by election radio commercials.
As well we produce Cantonese regularly for instore Walmart material produced in the GTA.

Home Depot is moving into ethnic marketing with a cantonese targeted promotion in Richmond BC.

They have launched their first multicultural marketing campaign to help its Cantonese-speaking consumers prepare for the Chinese New Year.

The effort, running only in Richmond, B.C., includes print, TV, in-store signage and radio as well as in-store events like do-it-yourself workshops.

The retail giant is also offering free traditional Cantonese favours like personalized Fei Chun banners that offer messages of good luck and Lai See money envelopes.

Home Depot launched the campaign in Richmond because of its large Cantonese-speaking community, said Peg Hunter, vice-president of marketing and communications for The Home Depot Canada.


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