Sefiani has launched a new multicultural communications service, targeting Australia’s culturally and linguistically diverse population, with an initial focus on the Chinese, Indian, and Islamic speaking communities. With nearly one-quarter of Australians born overseas, four million Australians speaking a language other than English at home, and close to 1 in 10 of the population identifying with Asian ancestry, Sefiani’s new service taps into Australia’s high-value multicultural market.
In the first month of offering the new service, Sefiani has been engaged on three multicultural communication projects:
India-based YuppTV, the world’s largest Internet TV provider and one of the world’s leading platform for Indian programs, sought Sefiani’s help to launch SUN Network channels in Australia, offering live Indian news, TV programs and the latest Bollywood movies, streamed directly to mobile devices. Sefiani responded with a communications program focussed on Indian media and participation at the recent Indian Holi Festival.
For Islamic wealth manager, Crescent Wealth, Sefiani announced the company’s sponsorship deal with the first predominately Muslim women’s AFL team, the Auburn Tigers, in Western Sydney, achieving high profile broadcast and print media coverage and talkability in mainstream and Islamic media channels and events.
In addition, Sefiani is working closely with Hotels.com on the development of its annual Chinese International Travel Monitor (CITM), a global report which provides a comprehensive look into the needs and wants of the Chinese traveller.
Robyn Sefiani, managing director, Sefiani, says, “Australia is well-positioned to benefit from the transformation of our Asian neighbours into an economic powerhouse. Immigration trends show that China and India are Australia’s leading sources of new migrants, and this point to a growing, untapped consumer market, with culturally relevant communication needs.”
In 2010-11, for the first time in Australian history, Britain was not the main source of new permanent migrants as more people moved here from China than any other country. And in 2011-12, India was the number one source of new permanent migrants.