Yes. It’s that time of year again…
For multicultural marketers, it’s often “Christmas all year around” as there are major ethnic celebrations happening throughout the year: Eid al-Fitr for the Muslim community, Rosh Hashanah (Jewish New Year) for the Jewish audience, Diwali, Chinese New Year and so on. For each of these events, there are some sizeable audiences celebrating in the UK through feasts, gifting, etc, which are often followed by more tactical opportunities like New Year New You that brands can tap into.
But what about THE Christmas that takes place on 25th December? Are there ways for brands to do something different?
Some of you may be aware that Poles are the second-largest foreign-born community in the UK, amassing to up to one million people. This includes 688,000 Polish-born people along with a wider population of second/third generation British Poles. It’s a fast growing community that brands should not overlook, especially as Polish is the second most spoken language in England. Poland is among the most religious countries in the western world, so Christmas traditions are particularly important for the community.
How can we reach these audiences?
There are various media channels that brands can tap into. These include weekly press titles in the Polish language, radio stations, dedicated websites and community events for Poles in the UK as well as various digital opportunities that brands can utilise as well. For the Polish community, we would recommend developing customised Polish creatives to drive stronger engagement.
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