Each year, the Canadian Real Estate Association (CREA) produces a national ad campaign showing Canadians the value of using a REALTOR® when buying or selling real estate. To do this, our ads need to reach and resonate with them.
As a mosaic of cultures and ethnicities, one national ad campaign may not represent all of Canada.
Enter multicultural marketing: a form of segmented marketing that creates campaigns to target different groups within a brand’s overall audience. Multicultural marketing recognizes consumers may have different perceptions, motives and experiences depending on their culture or ethnicity, and acknowledging this helps a brand better relate to and resonate with consumers.
With a desire to represent different cultures and their unique experiences and sentiments towards home, CREA recently launched a pilot project focusing on the Greater Toronto Area’s (GTA) South Asian population.
Although the ads feature new images, video, and audio content (including Hindi and Punjabi voices), the ads still evoke the same tone and imagery as the original “Welcome Home” advertising campaign.
Assets from the campaign are available to share on your social media channels and website.
