Services / 07 - CALD
Culturally and Linguistically Diverse Marketing
Extend your reach beyond a mono-lingual customer base with CALD-appropriate strategy, translation that carries context as well as language, and advertising placed directly in ethnic media here and overseas.
CALD. One part of the bigger picture.
Reach audiences your competitors are missing.
More than one in five Australians speaks a language other than English at home (22.3%, 2021 Census). GMA helps you reach Tasmania's culturally and linguistically diverse communities through translation, culturally appropriate strategy, and advertising placed directly in ethnic media, both within Australia and overseas.
There are whole markets you might be missing. Book a free CALD audience assessment to find them.
Contact usWhat we do
- 01 Market identification across relevant CALD communities, nationally and globally
- 02 Culturally appropriate translation that goes beyond words to reflect context and values
- 03 200+ intercultural print titles, 100+ radio stations, and 17 television stations across Australia
- 04 Digital targeting via programmatic, on-demand TV, WeChat, Weibo, and Gaana
- 05 Full campaign measurement across every channel
Are you chasing a bigger share of your target market? Across Australia, almost one-quarter of the population speaks a language other than English at home. Book with us today for a free assessment of the CALD audiences within reach of your business.
Overview
Have you considered Culturally and Linguistically Diverse audiences?
GMA has teamed up with some of Australia’s leading ethnic media specialists to bring inter-cultural assets to our clients.
You can extend your marketing reach beyond a mono-lingual customer base with CALD-appropriate strategies that include market identification; translation services that go beyond words to combine language, context and culture; and co-ordinated advertising in ethnic media both here and overseas.
Don’t miss the opportunity to address millions of people in CALD markets. Across Australia, almost one-quarter of the population speaks a language other than English. Here in Tasmania, Chinese, Nepalese and Indian round out the top three, outside of English.
Online, you can target geographic or demographic markets through programmatic or ODTV, while offline there are more than 200 intercultural print titles, over 100 radio stations and 17 television stations that can deliver your campaigns successfully.
Want to hit up Chinese markets through social media sites such as WeChat and Weibo? South-East Asian audiences through Indian mega-music site Gaana? Gray Matters will co-ordinate your ethnic media across a range of overseas media with campaign measurement on impressions/clicks, CTRs, UTMs – you name it.
Benefits of CALD marketing
Markets Others Overlook
More than one in five Australians speaks a language other than English at home. Most campaigns never address them at all, which leaves a sizeable, under-contested audience available to the businesses that do.
Translation With Context
A literal translation can land badly. Our work combines language, context and culture so the message carries the meaning you intended, not just the words, in the media that community actually reads and watches.
Measured Like Any Campaign
Ethnic media is often sold as a goodwill exercise. We treat it as media: impressions, clicks, CTRs and UTMs reported across every channel, so you can see exactly what the investment returned.
Take the next step
Coordinated Ethnic Media, Here And Overseas
GMA co-ordinates CALD campaigns end to end: identifying which communities matter to your objectives, commissioning translation that holds up culturally, and placing the work across intercultural print, radio, television and digital both in Australia and offshore.
Because CALD sits alongside our advertising, brand and digital work rather than apart from it, the campaign your CALD audience sees is the same campaign everyone else sees: in their language, in their media.
Get started
Find The Markets You Are Missing
Fill out the form below for a free CALD audience assessment. We’ll identify which culturally and linguistically diverse communities are relevant to your objectives, and show you the media that reaches them.
Our media partners
