Background: Edmonton is North America’s northernmost city with a population greater than one million people. The city, also known as Canada’s Festival City, is the centre for Alberta’s government and a key commercial hub for the province’s energy sector. Over the past three decades Edmonton’s demographic composition has rapidly evolved as the city has attracted immigrant families from around the globe.
The Work: As the city’s population base has diversified so has the need for the city to communicate with all of its diverse communities. Our multicultural marketing team has assisted this client for in-language campaigns. We have worked via digital and print mediums to inform Edmonton’s residents about issues critical to their livelihood. Execution has included services such as media planning, copy writing/ translation, audience building, reporting, and more.
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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.
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.
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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.