MAM

Comcast to highlight Tsunami campaign with Zee at Ethnic Media event in New York

MUMBAI: A dozen media companies in the US will exhibit their best marketing campaigns at the NCM Expo 2005 in New York, the First National Expo of Ethnic Media.

 

 

On 9 June nearly 100 ethnic and youth media groups from across the US will exhibit the partnerships they've developed to turn business around, build audience and serve their communities. These exhibits will provide glimpses into the unparalleled reach into diverse markets ethnic media provide.

America's largest cable company, Comcast, is highlighting its Tsunami Relief Campaign, a partnership with TV Asia, Zee TV and AZN Television (formerly the International Channel). This resulted in $10 million in airtime donated to relief organisations and $100,000 donation split between the United Way and the American Red Cross.

 

 

Comcast ethnic marketing manager Natalie Rouse says that ethnic media in the US were key to communicating to their customer base. "My customers are ethnically diverse. I am going to use ethnic media to get my message to my customers. This effort was extremely successful and the ethnic media played a key role".

The Expo at Columbia University will also feature workshops and panel discussions such as Use It or Lose It -- Capturing the Swing Vote Through Ethnic Media and The Internet Edge of Advertising.

 

 

Former Procter and Gamble global marketing officer Bob Wehling and other experts in advertising and social marketing will offer feedback on the campaigns. Another example of the ethnic media being used is that of Indian Country Today (ICT). This is one of the few national Native American publications in America. ICT partnered with G&G Advertising and the federal Office of National Drug Control and Prevention to bring socially relevant messaging to a community plagued by drug and alcohol abuse.

ICT was able to strengthen the message through its own editorial coverage, a synergy that comes when advertisers bring socially significant messaging to targeted communities through the media.

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