“Basketball is a global sport, but I used to look at the half-empty buildings and wonder, where are the Asians?” – Patrick Skene, Founder & Chief Creative Officer of CulturalPulse.
This observation sparked a mission that drives CulturalPulse today – the need to bridge the gap and create authentic marketing strategies that truly reflect today’s multicultural Australia. Patrick Skene saw firsthand the lack of presence and attendance of multicultural communities at sporting events, and it drove us to make sports more inclusive.
We believe that to engage the 51.5% of multicultural Australia, you need to go beyond mainstream marketing. This means crafting in-language campaigns that speak directly to diverse communities, or organising cultural ambassador activation events that resonate on a personal level. One of our successful initiatives was targeting the Filipino community, bringing fans together to create a vibrant and inclusive atmosphere that made them feel truly a part of the action.
The key takeaway? One-size-fits-all doesn’t work in multicultural marketing. Success lies in tailoring your approach to resonate with each unique community, understanding their needs, and speaking their language.
Listen to the full Brain Splat Podcast for an insightful conversation between Roland Layoun and Patrick Skene.
