Synear USA

Project

Synear Frozen Dumplings

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Geo

BC
Alberta
Ontario
Quebec

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Languages

Simplified Chinese

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Reach

0

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BACKGROUND: Synear Foods USA produces the flavours of Chinese cuisine. These specialty food products are for the North American market. Synear products are distributed to Asian stores across the continent, including established retailers like 99 Ranch, H-Mart, and Great Wall and others. In Canada, Synear products, like its frozen dumplings, are available in Costco’s across the country (BC, Alberta, Ontario, Quebec).

OUR WORK: Our WeChat marketing team assisted this client to execute WeChat campaigns in Western and Eastern Canada that timed with product launches. We built both sets of ad creatives for Synear, (including graphics and Chinese copy-writing for both the WeChat banners and articles), recommended the optimal mix of WeChat channels, executed the buys, and provided reporting and metrics. All campaigns exceeded reach and engagement benchmarks.

Vancouver Coastal Health Authority

BACKGROUND: The VCHA is British Columbia’s largest health region. It serves over 1.25 million people (or approximately one quarter of the province’s population) and includes the cities of Vancouver, Richmond, North and West Vancouver, as well as regions like Garibaldi, Sunshine Coast, Powell River, Bella Bella and Bella Coola.

OUR WORK: Communication has been instrumental to managing the 2020-2021 coronavirus public health crisis and mitigating where possible the spread of COVID-19.
Our multicultural media team worked on pandemic campaigns to communicate (in-language) vaccine rollout guidelines and availability with this health region’s Chinese, South Asian, and Filipino populations. We provided media recommendations, execution, and reporting.

Province of Ontario

Project

Province of Ontario

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Geo

Ontario

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Languages

Korean
Hindi
Urdu
Punjabi
Chinese
Gujarati
Tamil
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BACKGROUND: With a population of 14.5 million, Ontario is Canada’s most populous province. The province that is ‘Yours to Discover’ includes Ottawa, the nation’s capital city, and Canada’s largest city of Toronto (which is North America’s fourth largest metropolitan area behind LA, New York, and Mexico City). As of 2016, 51.5% of residents in the Greater Toronto Area belonged to a visible minority group, compared with 13.6% in 1981.

OUR WORK: Our multicultural marketing team assisted in the campaign to contain coronavirus in the province. We executed ongoing messaging campaigns (via print and digital platforms) focused on mitigation of the virus. These ran in 19 languages including Urdu, Punjabi, Chinese, Korean, Hindi, Gujarati, Tamil, Italian, Polish, Greek, Ukrainian, and more. Our print multicultural marketing work included media recommendations, graphic services, execution, and reporting. Our digital multicultural work included programmatic execution also in an array of languages.

University of Victoria

BACKGROUND: The University of Victoria is one of Western Canada’s largest post-secondary institutions. It is consistently ranked in the top three in the country in the category of comprehensive universities (institutions in this category have a significant amount of research activity and a wide range of programs at the undergraduate and graduate level, including professional degrees). The University of Victoria is renowned for its research into climate and ocean science.

OUR WORK: Our team worked closely with staff from the university’s School of Public Health and Social Policy in the beta launch and testing of a new diabetes app that targeted BC’s South Asian population. Our multicultural marketing team collaborated on storyboards for a TV commercial that would engage the target audience (South Asian seniors) to download the app to their smartphones and integrate it into their daily health and diabetes management.

Province of Alberta

BACKGROUND: Alberta is Canada’s fourth most populous province and home to Canadian cities of Calgary and Edmonton. It is also home to the Rocky Mountains, the resort town of Banff, as well as the Athabasca oil sands, and considered the home province of Canada’s energy sector. Alberta is bordered by BC, Saskatchewan, the Northwest Territories, and Montana to the south.

OUR WORK: Our multicultural marketing team assisted in efforts to contain the spread of coronavirus in the province. We executed a media campaign with messaging focused on mitigation of the virus and in multiple languages: Urdu, Punjabi, Chinese, and others. Our multicultural marketing work included media recommendations, graphic services, execution, and reporting.

Toronto Blue Jays

BACKGROUND: The Toronto Blue Jays are the only Major League Baseball franchise based outside of the United States. The 1992 and 1993 World Series champions, The Blue Jays are Canada’s baseball team. Owned by Rogers Communications, the Jays play in Toronto’s iconic waterfront SkyDome Stadium. A number of former Blue Jays are members of the Major League Baseball’s Hall of Fame, including Roberto Alomar, Pat Gillick, and Roy Halladay.

OUR WORK: As a sporting institution in one of the most multicultural cities in the world, it is natural for the Jays to reach out to the city’s diverse population. For 2020, one of the stars of the team is expected to be Korean pitching sensation Hyun-jin Ryu. Our Toronto ethnic marketing team worked with the Blue Jay’s marketing team to market the ace left-hander along with ticket packages to the city’s large Korean community. We provided print and digital in-language execution, as well as campaign reporting.

Immigration Consultants of Canada Regulatory Council (ICCRC)

BACKGROUND: The Immigration Consultants of Canada Regulatory Council’s mission is to protect consumers of immigration services. This Canadian agency does this through effective regulation of immigration consultants and promotion of the benefits of using only authorized immigration representatives. The ICCRC establishes and delivers effective policies, practices, and procedures to regulate and educate immigration consultants and promote the use of authorized representatives to the public.

OUR WORK: As part of its mission, the ICCRC undertakes extensive efforts to educate the public about using authorized immigration consultants. This includes awareness campaigns that speak directly to the consumers of these services, informing them of their rights. Our Toronto and Vancouver multicultural marketing teams worked closely with the ICCRC to execute a twelve language national campaign. Our services included media recommendations, execution, graphic design, copy-writing/ translation, and reporting.

City of Vancouver

BACKGROUND: Vancouver is Canada’s third largest metropolitan region. It is Canada’s Pacific Rim gateway to the Asia and one of the most multicultural cities in the world with over 1 million people from Asian heritage living in the British Columbia’s Lower Mainland.

The city is a growing tech hub, and cultural industries hub. Vancouver is consistently named as one of the top five worldwide cities for livability and quality of life and the Economist Intelligence Unit has acknowledged it as the first city ranked among the top-ten of the world’s most well-living cities for five consecutive years.

OUR WORK: Our Vancouver multicultural marketing team assisted the City of Vancouver in sharing its message with the city’s South Asian, and Filipino populations. Our ethnic advertising experts executed campaigns in English and in other Asian languages. Our services included media recommendations, execution, and reporting.

Lyft

Project

Lyft

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Geo

Greater Vancouver

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Languages

Chinese
Punjabi
Tagalog
Persian
Russian
Urdu
Arabic
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Reach

0

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BACKGROUND: Based in San Francisco, Lyft is a leading rideshare company. The public company, which is listed on the Nasdaq Exchange, operates in over 600 cities in the United States and Canada. Lyft develops, markets, and operates the Lyft mobile app, offering car rides, scooters, and a bicycle-sharing system.

OUR WORK: Our Canadian multicultural marketing team assisted Lyft in its Vancouver launch. This included the initial driver acquisition campaign.
Our ethnic advertising team provided a range of strategy options to the client, for various mediums: digital, radio, TV, print, and OOH. Our multicultural marketing work included media recommendations, translation, graphic services, execution, analytics, and reporting.

Real Estate Board of Greater Vancouver

BACKGROUND: The Real Estate Board of Greater Vancouver (REBGV) is a member-based professional association of more than 14,000 realtors who live and work in communities from Whistler to Maple Ridge to Tsawwassen and everywhere in between.
The Real Estate Board of Greater Vancouver (REBGV) is one of Vancouver’s earliest professional associations.
The Board has been in continuous operation since 1919 when 10 local real estate brokers formed the Vancouver Real Estate Exchange.

OUR WORK: The Vancouver ethnic marketing team executed a Punjabi language digital campaign. We provided inventory recommendations, demographic targeting, graphics, and reporting. Our multicultural digital marketing team also researched digital platform options for this in-language campaign.