SBS Radio has launched a new marketing campaign aimed at Australians who speak a language other than English (LOTE) at home.
“Welcome Home” is a digital-first radio brand campaign and encourages multilingual Australians to feel at home wherever they are. Its key objectives are to build brand awareness for SBS Radio and to direct people to download the refreshed SBS Radio app.
The campaign features SBS staffers from Punjabi, Korean, Vietnamese, Arabic, Cantonese and NITV programs. The word “home” features prominently throughout, in languages including Italian, Mandarin, Greek, Hindi, Somali and Samoan.
Acting SBS Chief Content Officer Mandi Wicks said: “SBS remains the world’s most linguistically diverse public broadcaster. The refreshed SBS Radio app provides audio content on demand and on the go to our listeners in 68 languages. Accessible anywhere, at any time on the device of their choice, the free SBS Radio app helps our audiences ‘feel at home’ wherever they are.”
Acting SBS Director of Marketing Jane Palfreyman said: “The concept of ‘Welcome Home’ signifies SBS’s commitment to providing Australian-focused content to multigenerational migrants as well as those having newly arrived in Australia.
“The campaign videos are produced in English and subtitled and produced in seven other languages including Mandarin, Cantonese, Korean, Vietnamese, Arabic, Hindi and Punjabi.”
The campaign will run across the SBS network (TV, radio, online) during April, supported by off-channel digital activity including pre-roll videos, promoted social activity and native content to drive digital engagement.