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Multicultural is the New Mainstream www.multicall.com.au

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The ringing registers at Christmas & the marketing messages brought home to me, the fact that there are so many unfortunate people in the world who have no joy in their lives..

The festive period is when all marketers could incorporate messages of peace, harmony and more

importantly, GIVING while selling their products and services.

Organisations such as SALVOS and others do a tremendous job across the year and during Christmas. Let’s strengthen their hands wherever we can, especially during festive times.

The year 2011 has seen significant milestones with the Federal Government recognising the social and economic benefits of migration and diversity.

Most studies reveal that over 90% of all CEOs rate “GROWTH” as their priority. Ninth August 2011 was Census night. Census 2011 will throw up some interesting facts and figures about Multicultural Australia. Facts and figures which would assist marketers to achieve their GROWTH objectives.

Multicultural Australians comprise of a large pool of untapped market potential waiting to be discovered.

The discovery has gradually commenced with all major banks, telecom companies and automobile companies, among others who have created special products and services for marketing during this Chinese New Year.

Moët Hennessy Australia’s recent launch of exclusive Wenjun is a step in the right direction, as is the Nespresso Dragon designed bright red coffee machine which is now on display in stores. Especially if you consider the 1.75 million strong audience (Chinese, Vietnamese and Korean by ancestry) who will be shopping and celebrating Lunar New Year from today. Here’s wishing the Dragon slays all the obstacles that we may face in 2012. HAPPY LUNAR NEW YEAR to all our readers.

From the Editor’s Desk23 Jan 2012 BUZZ #6

It’s that time of year again; December has just gone by. What is the real meaning of Christmas? Is it the gifts under the tree, the fairy lights everywhere, the cards

in the mail, dinners with family and friends, and the huge marketing campaigns?

The story of Christmas began many years ago but the magic of Christmas is reborn every Christmas season. An amazing story: A king is so humble that he is born in a manger; a virgin gives birth to the son of God and with it ‘The Word became Man’.

Unlike any other baby, the one born that night in Bethlehem was unique in all of history. He had a heavenly

pre-existence.

Why would God do such a thing? Why would he come as a baby, instead of appearing in power and majesty? Why make himself a

true man and live among us, when he knew full well how terribly he would be treated? It was love and it was necessary! A message of peace…

During the Christmas season, the advertising world jingles out loud, minds ring, imagination and innovation are set on high levels of readiness, creative ideas flake our spaces, workshops are activated and all helpers gather getting ready to fly up high on the sleigh of success.. But what did marketing add to the story of Christmas? Beyond the decorations, the new products, and the continuous modernisation of the symbols of Christmas, at the busiest time of the year; the season when people are busy shopping for gifts to give to their loved ones, the advertisers may want to draw customers’ interest to their products and services by perhaps using the right Christmas marketing ideas.

Some advertisers know very well that Christmas spirit is about going out of your way to reach out to the less fortunate. They select charitable institutions and offer to make donations of a certain percentage of their sales.

They inform their customers about these donations and update them regarding the total donations generated. Customers may be more likely to deal with a company with a conscientious heart, and they may also spend more if they know a portion of their money is going to a charity.

There is one more thing that marketing can add to the Christmas story, a message of peace and harmony...

The great gift of giving can become more complete with the above message in our attempts to reach our targets when we are marketing Christmas. “Feliz Navidad”, “Jouyeux Noël”, “Buon Natale”, “Kala Christouyenna”, “Milad Majid”, “Gun Tso Sun Tan’Gung Haw Sun”, “Shub Naya Baras”, “Sung Tan Chuk Ha”, and “Chuc Mung Giang Sinh”.

Perhaps marketers may make the message of peace and harmony an integral one while marketing products and services during Christmas 2012.

Marketing Christmas and the ringing registers by Marie Joe Al Dreiby

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Multicultural is the New Mainstream www.multicall.com.au

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“Kung Hei Fat Choi!” These were the first words the Multicall team greeted each other with when we returned to work in January 2011. Just when all the Festive Season celebrations seemed to have died down, Chinese New Year was upon us and we couldn’t think of a better way to start the working year! Many Multicall clients and partners participated in the nationwide CNY festivities, building crucial relationships with this rapidly growing audience.

Recognition of Economic & Social benefits of diversityAnticipation and excitement buzzed through the Multicall offices when the Federal government released Australia’s Multicultural Policy in February 2011. This excerpt from Chris Bowen, Minister for Immigration and Citizenship, says it all: “The policy addresses the importance of the economic and social benefits of diversity, as well as our need to balance the rights and obligations of all who live here.

We know that the face of Australia has been transformed and continues to change

in dynamic ways – in how we see ourselves, our neighbours and

the world around us. This new policy will ensure we remain responsive to these changes – and the challenges that arise from them in our increasingly globalised world.”

Census 2011 to map Multicultural Australia

Indeed, the size of Australia’s growing multicultural society will

be better understood when the 2011 Census data is released in June 2012.

Multicall’s work on the 2011 Census campaign alongside the Australian Bureau of Statistics saw a truly comprehensive and inclusive 360 degree campaign that resulted in a significant increase in awareness of the Census and its purpose, particularly across those communities that were traditionally undercounted.

Ethnic Business Awards: A testament and celebration of Australian DiversityWe witnessed the Ethnic Business Awards stride into its 23rd year of celebrating the contribution that multicultural Australians have made to the business landscape. Held at the Four Seasons Hotel in Sydney, the EBAs introduced us to some inspirational people, many who set foot on this

great land of ours with nothing more than a dream, and have gone on to accomplish entrepreneurial feats that are nothing short of remarkable. Particular congratulations must go to the three category winners: Complete Workwear Services won the Indigenous Business category, the Small Business category went to MicroPace, and Living Gems took out the Medium-Large category with their retirement resorts. We encourage you to check out the Ethnic Business Awards website, which showcases all the Winners and Finalists. www.ethnicbusinessawards.com

The sweet success of winningFinally, the year ended with two of the best awards going to Multicall. The Gold Effie for HSBC’s Chinese New Year 2011 campaign. The campaign achieved outstanding results in the Chinese market and was awarded the first ever Gold Effie in the Multicultural Category since the inception of the awards. The Multicultural Marketing award for big business was presented to HSBC at the Community Relations Commission Awards night.

2011 has been an action filled year here at Multicall, and we are looking forward to a knockout 2012! From our family to yours, Happy Chinese New Year!

What made our world turn in 2011 by Georgina Lionatos

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Multicultural is the New Mainstream www.multicall.com.au

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Monday 23 January sees the beginning of the Chinese New Year festivities, opening what is destined to be a lucky year according to the Chinese zodiac. In Chinese mythology, the Jade Emperor called a race across a fast-moving river. The first twelve animals who reached the other side would feature in

the zodiac which the Emperor wanted to create to measure the passing of time.

Some animals employed sneaky ploys against their competitors

(Rat, Snake), others worked together (Monkey, Rooster, Sheep), and some needed to stop for a snack half-way across (Pig).

The dragon, which according to legend graciously helped the

Rabbit cross the river, is the most prestigious of animals within the

Chinese calendar, seen to be a symbol of celestial power, strength and luck. The

dragon brings happiness and success and this year is a very popular one for starting or expanding a family. Healthy and intelligent children are said to be born during this zodiac period and some estimates have predicted birth rates in China and Korea to increase 20% this year. We are encouraged to be bold in 2012, taking on social or business projects that we may have put off in the past.

The Chinese zodiac is comprised of 60 year cycles, as the 12 animals are associated with five elements; metal, wood, water, fire and earth. Black is the colour associated with water, therefore 2012 is the year of the black water dragon. Water represents fluidity and this element is said to tame some of the dragon’s fiery characteristics. The water dragon is diplomatic, perceptive of others’ needs, and keen to negotiate. The next year falling under the domain of the water dragon will be 2072 so seize every opportunity that comes your way this year!

Chinese Year of the Black Water Dragon 2012

Happy New Year to all Australians

Did you know?• Legend has it the people born in

each animal’s year have some of that animal’s personality. Those born in dragonyearsareinnovative,brave, and passionate.

• This Chinese New Year is the 4710th year of the Chinese Lunar Calendar

• Everyyear,ChinaCentralTelevision(CCTV) holds a special on Lunar New Year’sEve,featuringdances,songs, and short comedies with viewership over 300 million+

• According to legend the Chinese New YearcelebrationbeganasawaytodriveawaytheferociousNinmonster,whichregularly arrived at midnight on New Year’sEve,demandingasnackandcouldonlybedrivenoffbyloudnoisesandlightslikethosemadebyfirecrackers.

by Louise Abbott

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Multicultural is the New Mainstream www.multicall.com.au

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Multi-BUZZ is brought to you by Multicall Connexions. Multicall Connexions is a 360° integrated and a Gold EFFIE award winning agency specialising in multicultural marketing and advertising communication. If you are interested in communicating about your products and services with the rapidly growing 10 million+ multicultural consumers, you are invited to visit www.multicall.com.au

All good things in life begin with the letter ‘M’

TellusalittleaboutyourroleatMulticall.As the Media Executive, the best thing about my job is the direct interaction with all Media representatives. A part of my role relies heavily on planning and buying but this is not all; the strong and personal relationship with each and everyone is the most important factor; and I think the role of Media in a Multicultural agency is based on this relationship that brings success.

WasMediaalwaysyourpassion?Media is my life. I received my first degree in Journalism & Communication and I worked as a journalist, a reporter and a columnist in Lebanon for a few years before I migrated with my family to this great land. And I think having a media background and being a journalist myself has played a big role in building the greatest relationship I share with all the ethnic media representatives in Australia.

You have quite a philosophical bent of mind….Philosophies, ideas and passion are the secrets that define every one of us. My philosophy in life is: “Honesty is the best Policy”.

We have heard a few snatches of boisterous singinginthekitchen,wasthatyou?“Bien sûr, ma Chérie!” of course it was me, it was my favourite French song…

How did you celebrate your Christmas and NewYear?Christmas is the joyful and peaceful time of the year for me: the Christmas tree, the Crib, the special time with family and friends. Christmas is the busiest time of the year for us at Multicall as well, but no matter how busy it gets I love Christmas. I sing Christmas carols every day. I get excited about my Christmas presents, more than my own kids are about theirs.

Do tell us about Christmas in Lebanon; is it very different from the celebrations inAustralia?Christmas celebrations in Lebanon are not very different from celebrations in Australia: Church bells ringing, people greeting each others in the streets, Christmas carol concerts, families gathering and sharing traditional dishes and delicious food and sweets. The difference is that it is a white Christmas, as most commonly described in Australia, the snow falls in most of the mountain villages. Christmas in Lebanon is very special and has its very own special flavours of the East. Homemade dried fruits, Swiss chocolate, liquor, bonbons and large extended families celebrating together!

We catch up with Multicall’s Media Executive – Marie Joe Al Dreiby and check out the Ms in her life- motherhood, music, marzipans, Moët champagne, merrymaking at Christmas…. but first a bit about Media at Multicall.