Leveraging Cultural Insights for Advertising: Metrolinx’s Campaign to Reach Canada's Newcomers

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Metrolinx and Ethnicity Matters: Discover the Journey

Join us for an in-depth look at Discover the Journey, the 2024 ANA Multicultural Excellence Award Grand Prize Winner in the Rising Multicultural Segments category. Developed by Metrolinx in partnership with Ethnicity Matters, this campaign integrated cultural insights and authentic storytelling to connect with Ontario’s growing immigrant population, including South Asian, Chinese, Filipino, and other diverse communities. Discover how Metrolinx leveraged these insights to craft a powerful advertising strategy that drove awareness and engagement, positioning GO Transit not just as a service, but as a companion to newcomers navigating their new life in Canada.

Don’t miss this insightful session on how to successfully reach multicultural segments through culturally relevant marketing and advertising!