Best Tips for Marketers to Launch Multicultural Marketing Campaigns in Australia

Data-driven advertising

Best Tips for Marketers to Launch Multicultural Marketing Campaigns in Australia

January 1, 2014 Research 0

It is definitely not easy to find another country in the world like Australia that ethnic groups take really high percentage of the overall market. In 2013, statistics shows almost 27.7% of Australia´s 23 million people were born overseas (6.4 million), which represents a multicultural market. This means when business enterprises or government agencies want to launch marketing campaigns to target Australian audiences, in order to get a broader reach, it is important to consider multicultural groups in Australian and differentiate their marketing strategies accordingly. In this article, we would like to discuss some best tips for marketers to launch multicultural marketing campaigns in Australia.

Why Multicultural marketing is extremely crucial in Australia?

In Australia, multicultural marketing is becoming increasingly important. Since more than one quarter of the population in Australia are foreign born, we can easily estimate that at least 25% of marketing budgets should go to the multicultural markets. Actually, this number should be higher since the majority of targeting audiences in certain industries like real estate are ethnic groups, such as Chinese and Indian. With around 7 million people, multicultural market in Australia represents a purchasing power of $75 billion a year with a higher than average disposal income.


Moreover, multicultural market keeps growing quickly in Australia. Statistics shows every 1 minute and 29 seconds a migrant enter Australia and two third of them are professional migrants.

Therefore, companies or organisations which are lack of marketing strategies for multicultural markets would have to bear the risk of losing large and critical market share.

Which groups lead the Australian multicultural market?

As you may know, Australia is widely considered as a country of immigration and recently the immigration to Australia is keep growing. In 2003, only 23.6% of the Australian populations were foreign born (4.7 million) while now the number went up to 27.7% of the total Australian resident population with 6.4 million people.

Among the immigrant groups, people born in the UK is the largest group of overseas-born residents in Australia, accounting for 5.3% of Australia’s total population at June 2013, which followed by persons born in New Zealand (2.6%), China (1.8%), India (1.6%) and Vietnam (0.9%). Moreover, people born from Nepal (26.3%), India (12.2%), Pakistan (11.4%), Bangladesh (10.9%) and Sudan (9.2%) are the countries with the fastest annual growth rate of immigration in Australia.


With these huge amounts of ethnic population and market potential, it is crucial for advertisers to understand the different cultural backgrounds and drivers to turn them as marketing advantages through multicultural marketing campaigns.

Language when launching multicultural marketing campaigns in Australia

Since the immigrants from United Kingdom and New Zealand could be reached through the mainstream Australian sites, the main ethnic audience groups in Australia that markers should pay extra attention to are Chinese, Indian, Vietnamese, Filipino, Italian, etc. Research shows that Mandarin is now the second most common language spoken at home after English with 23.2% of Australian’s speaking a language other than English at home.

Moreover, using the right language when launching multicultural marketing campaign is crucial since some audiences groups are very language dependent. For example, it is estimated that around 40% of the Vietnamese communities in Australia have limited or zero understanding of English, which is also similar with Korean and Chinese immigrants. Therefore, advertisers that can speak to those audiences in their native language would have absolute advantage compared with other competitors who only communicate in English.


In order to express the message effectively and gain good engagement with the targeted multicultural audiences, using right language and communication skill is a necessity. Plus, marketing that caters to different language and backgrounds is the basis to the growth of Australian organisations.

Where these ethnic groups are located?

The demographics of multicultural groups in Australia are concentrated in the following areas. Sydney is surely the most multicultural city in Australia since more than 30% of residents born overseas and 40% of the harbor-city´s residents speak a language other than English at home.

When it comes to the absolute volume of multicultural population, New South Wales has the largest foreign born populations (more than 1.5 million) in Australia. Some nationalities are highly concentrated in this state, such as 59.4% of Chinese-born, 63.0% of South Korean-born, 74.5% of Lebanese-born and 63.1% of Iraqi-born Australian residents live in New South Wales.

The second most concentrated state is Vactoria, with around 1.2 million foreign born people. Turkish, Greek, Sri Lankan and Italian born Australians are highly concentrated in Victoria. Besides, Western Australia and Queensland also have many overseas-born residents, especially for Singapore, British and New Zealand-born residents.

What are the right sources to target multicultural market in Australia?

Once we figured out which audience should be targeted and where they allocate, then it is time to consider the right sources to target multicultural market for campaign successes. For mainstream Australian audiences, they can be easily reached through major web portals and social medias like Facebook, Tumblr, Linkedin and Twitter. However, how should advertisers target the ethnic audiences efficiently?

For major cities in Australia, it is not difficult to find certain areas where mostly are occupied with certain ethnic groups. As we discussed earlier, New Zealanders, Chinese, Indian, Vietnamese and some South Asian groups are the major multicultural groups in Australia.

Taking Chinese Australian for example, China remains the largest country from which immigrants come to Australia since 2011. Only in Sydney, more than 358000 persons (2011), which counts approximately 8.2% of the population, identified themselves as having Chinese ancestry. Besides Sydney was home to half of Chinese Australians, Melbourne and New South Wales are among the top popular places to reside for Chinese Australians. Since education is very important part of Chinese culture, the education level of Chinese Australians is better than average Australians. Statistics shows 31.9% of Chinese Australians have a bachelor degree compared to only 14.8% for the general Australian population (2006). Moreover, around 33.8% of Chinese Australians and 46.6% Hong Kong Australians work as white collar professionals compared to 32% for the total Australian population.


Therefore, in order to target these well-educated Chinese Australians who represent huge purchasing power effectively, there are a few ways worth considering for advertisers. First, it is direct and effective to launch offline campaigns in places where Chinese Australians gather, such as China Town at Sydney (Market Street at Darling Harbour) and Melbourne Chinatown at the Little Bourke Street. However, offline marketing campaign has its limitation as well since it is difficult to target audiences by their interests and the labor costs for offline campaigns are definitely not low. Of course, some would think of local Chinese newspapers to publish their ads there. It might help however it is difficult to evaluate the engagement of audiences and actual times of view through newspaper. With the development of Internet, online advertising could be considered as one of the most fast-developing and effective, performance-measurable ways to launch marketing campaigns. For more information about how to target Chinese through online advertising campaigns, please refer to our previous blog post. Not only Joinville can reach Chinese audiences in Australia through major Ad Exchanges, Ad Networks and other resources with different customised targeting requirements, also Joinville directly cooperates with more than 10 major Chinese overseas websites, which can cover the most value-added audiences base and offer easy, fast and measurable solution for advertisers to launch multicultural marketing campaigns. If you want to target Indian Australian, Vietnamese Australian, or other ethnic groups in Australia, please also feel free to contact us. With more than 250 successful multicultural marketing campaign experiences, Joinville team is willing to offer professional advice and customised solution for our clients to reach their target audiences effectively and maximize ROIs.