Quote EndQuote Cross-Cultural Strategy

Multicultural Marketing Case Study: City of Vancouver

Posted by Admin | 09.04.11

SITUATION: Promote Home Energy-Efficiency Grant Program to visible minority homeowners

  • Encourage Vancouver homeowners to participate in home energy-efficiency grant and rebate programs offered by the provincial and federal governments
  • 42% of population belong to a visible minority group
  • Government agencies need to find ways to overcome cultural and communication barriers so that the offer is available and accessible to all constituents



  • Some Asian and South Asian immigrants may have the perception that the grant offer is either incredulous or too much hassle. “The government will give us money? That can’t be true! I don’t know how to fill out the paperwork!”


To minimize cultural and communication barriers, as well as possible feelings of deception, QEQ recommended a marketing strategy that involved as much one-on-one interaction with Vancouver’s culturally-diverse homeowners.  Our involvement included:

  • Recruiting and training bilingual promotional street team to interact with Cantonese-, Mandarin-, Punjabi- and Tagalog-speaking homeowners in Vancouver
  • Organizing and conducting in-language workshops to homeowners
  • Setting up a call centre to respond to calls in the four languages, plus English
  • Recommending suitable venues for multicultural outreach
  • Planning and buying multicultural media campaign
  • Developing original creative concepts, in-language brochures, multi-lingual microsite
  • Developing strategy for media release content per market, disseminate to ethnic media. Responding to earned media requests. Conducting media training.



  • Program enrollment exceeded expectations; more multicultural staff were recruited to handle the increase in home assessments

Filipino Outreach Team Promotes Home Energy-Efficiency Grant Program


Responses are currently closed, but you can trackback from your own site.