We often compare what we do at Headspace with ethnic marketing. Most recommendations we make boil down to asking whether we should adopt, adapt or create for Québec.
Marina Strauss has written a great article in today's Globe & Mail about ethnic marketing, from a retailer perspective. Here's a link to the article and an excerpt:
It was a well-intentioned stab at marketing to ethnic customers. To mark the Muslim holy month of Ramadan, Loblaw Cos. Ltd. commissioned television spots for its No Frills supermarket chain on multicultural television, touting specialties such as halal chicken and ground beef. But something was off. The voice-over in the No Frills commercial was in Punjabi – and the Bollywood movie during which it aired was in Hindi. “It’s the equivalent of running an English ad on French television,” says Gavin Barrett, creative director of multicultural marketing firm Rao, Barrett and Welsh, who noticed the gaffe when it appeared on OMNI Television.