Media Trust Appoints TME for National Volunteering Ethnic Campaign

Media Trust Appoints TME for National Volunteering Ethnic Campaign

A specialist ethnic marketing agency, The Marketing Effect has been appointed by Media Trust to initiate a new national ethnic marketing campaign.

The ethnic marketing campaign titled ‘It’s all about U’ runs throughout December and January 2008 aiming to raise the awareness of the benefits of volunteering amongst excluded Pakistani, Bangladeshi and Chinese communities; accounting to 1,270,000 people in the UK.

“This is TME’s 4th consecutive successful win with Media Trust” comments Keith Winestein, Campaigns Marketing & Media Manager, “Media Trust realise that we need to constantly build on our understanding of the UK’s diverse communities. We have built a strong relationship with our specialist agency, ensuring our ethnic marketing strategy communicates with our audiences, creatively, sensitively and effectively”.

TME have created an integrated ethnic communications campaign using a strategic marketing mix to deliver the message into the heart of the ethnic communities in 4 key regions; London, North East, North West, Yorkshire & Humber.

Dal Singh, Ethnic Marketing Specialist at The Marketing Effect states, “The difficulty in targeting ethnic communities with mainstream media is that messages do not effectively reach and engage with them. There have been a number of high profile glaring mistakes in the past year from high street supermarkets, banks and telecoms companies to name a few industry sectors, hence the need for bespoke ethnic communications strategies”.

The integrated ethnic communications strategy combines ethnic touch points such as; cinema, billboards, radio, press, online, direct mail and ‘community grass roots’ marketing and a comprehensive online campaign which includes Facebook; to reach, engage and penetrate into these ‘hard to reach’ communities.

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Name: Gemma Dentith
Phone: 07904962250