The Home Depot Canada has launched its first multicultural marketing campaign aimed at connecting with Cantonese-speaking consumers in Richmond, B.C. The campaign will run until February 14th and includes advertising and in-store events in Cantonese to help consumers get their homes ready for the Chinese New Year.
“By reaching out to a group of consumers that we haven’t directly communicated with before, and doing so in their native language, we hope to build strong relationships with the local Cantonese-speaking community while giving them the confidence to invest in their most important asset- their homes,” said Peg Hunter, vice president of Marketing and Communications, The Home Depot Canada.
As part of the campaign, The Home Depot is hosting in-store events at its Richmond, B.C. store and distributing local advertising in Cantonese, including:
- Do-It-Yourself Workshops
- Free, personalized Fei Chun (banners with good luck messages that are hung in the home for the Chinese New Year)
- Free packets of Lai See (money envelopes that are given to family and friends for the Chinese New Year)
- In-store signage and bag stuffers
- Radio, television and newspaper advertisements
- Fei Chun newspaper insert (scrolls with good luck messages that are hung on the walls prior to the Chinese New Year)
The Home Depot Canada designed the marketing campaign in partnership with its media partner, Publicis Diversite. This campaign is one of the first two multicultural marketing campaigns for The Home Depot Canada taking place this month.