Past SMCC Toronto Breakfast Forum - March 30, 2016 - The Changing Face of Sponsorship: Attracting & Engaging Multicultural Customers

  • March 30, 2016

The face of Canada is changing and has already transformed the face of sponsorship marketing. Look down the street in most neighborhoods today, and you will see people from all over the world. We are a nation of newcomers. Each new wave of immigration has added to the nation's ethnic and cultural composition. The tastes and buying habits that set trends in Canada are quickly shifting towards those of ethnic communities. Foreign-born Canadians are already 20% of the country’s population representing an audience equivalent to the size of Quebec. It’s a demographic tsunami that is transforming how we think about and manage brands, communications and sponsorship as “multicultural becomes the new mainstream”.

If you are a sports property, festival or event, you need to understand this demographic shift in order to properly program to attract this massive audience. You need to understand passion points, touch points and how to effectively target. If you are a brand or assisting brands in sponsorship decisions, ethnic opportunities can’t be missed.

The March forum saw the Partners of Ethnicity Multicultural Marketing + Advertising (www.ethnicitymatters.com) share demographic trends, multicultural insights and multicultural marketing best practices – from a sponsorship lens.

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