SBS Radio says ‘Welcome Home’ to multilingual Australians in new multichannel brand campaign
SBS Radio has today launched “Welcome Home”, a new marketing campaign to encourage Australians who speak a language other than English (LOTE) to feel at home wherever they are.
The exciting digital first, radio brand campaign has the dual objectives of building brand awareness for SBS Radio and directing people to download the refreshed SBS Radio app. Over 1.3 million people migrated to Australia during the past five years and nearly five million people speak a language other than English at home, reinforcing the importance of SBS Radio’s services. Listeners will be able to access Australian news and current affairs, music, podcasts and community updates in 68 languages, reflecting today’s contemporary multicultural Australia.
Internally developed and conceptualised by SBS, the campaign features SBS employees from the Punjabi, Korean, Vietnamese, Arabic, Cantonese and NITV programs. The word ‘home’ features prominently throughout, in languages including Italian, Mandarin, Greek, Hindi, Somali and Samoan.
Says Mandi Wicks, chief content officer (acting), SBS: “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, downloading the free SBS Radio app helps our audiences ‘feel at home’ wherever they are.”
Says Jane Palfreyman, director of marketing (acting), SBS: “The concept of ‘Welcome home’ signifies SBS’s commitment to providing Australian focused content to multi-generational 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.
Director of Marketing: Jane Palfreyman
Head of Group Marketing: Uma Oldham
Marketing Manager: Anna Saunders
Brand Manager: Prinola Moodley
Digital Campaign Manager: Claire Dumont
Digital Marketing Strategist: Ken Lin
Head of Creative Services: Joel Noble
Creative Lead: Matt Coe
Creatives: Genevieve Graham, Vanessa Meagher
Support Designers: Emy Dossett, Gavin Barnett, Madeleine Dudley, Neera Sumer
Producer: Greer Bolomey
Production Coordinator: Brianna Lawrence
DOP: Tony Luu
1st AD: Darin Berlin
Grade: Alyn Mykas
Audio: Bruce Dale
Media Agency: Bench Platform
1 Comment
I lived in Manila, Philippines for most of my life. Everytime this ad is played i notice word “bahay” is used. I understand the intention of the ad campaign but I just want to point out that “bahay” in Filipino/Tagalog means “house” or the structure in its physical sense. The word “HOME” translates to a completely different word in Tagalog, which is “TAHANAN.” – meaning where people live, in a more sentimental sense. The effectivity of “Welcome Home” is diminished(at least to the Filipinos) when the wrong word is used.
House = bahay
Home = tahanan