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The OB season ran from February 6th to 28th at eight Lunar New Year community festivals in Sydney and Melbourne, and proved resoundingly successful and popular for radio listeners and advertisers alike.

SBS National Manager In Language Thang Ngo said that as one of Australia’s biggest cultural festivals the Lunar New Year is an ideal vehicle for advertisers to engage with Australia’s multicultural communities.

“We’re delighted with the enthusiastic response by our clients to our Lunar New Year outside broadcasts,” Ngo said. “As Australia’s multicultural broadcaster, clients receive positive brand association with SBS.”

Ngo said that outside broadcasts made product sampling and trialling easy, with the upbeat and friendly atmosphere of the festivals making consumers more receptive and curious.

“SBS’s outside broadcasts are also great for introducing new brands and products because people can see what the packaging looks like, as well as handling or tasting the product,” Ngo said.

“Some types of product are more appropriate than others to promote during Lunar New Year, and SBS is uniquely able to offer advice to clients on the cultural sensitivities relevant to different multicultural events throughout the year. Our team regularly advises clients on which products are better to promote during the festivities than others,” he added.

For example, in the financial services category, savings accounts are ideal to promote during Lunar New Year as people are thinking of bringing in luck for the new year, while loan products are less appropriate since people prefer not to go into debt at this time.

“Other products that are ideal to promote during Lunar New Year are telcos and travel because many people in Australia are thinking about their friends and relatives in other countries,” Ngo said.

“And of course with a focus always on food at Lunar New Year community festivals, this is a perfect way to promote food brands and products.”

SBS Radio broadcasts in 68 languages combined across AM and FM frequencies nationally. Advertisers with SBS In Language are a mix of mainstream brands reaching into multicultural communities and local language-specific products and brands, targeting their local communities.

Simon Lloyd   
Access Public Relations        
T: (02) 9279 4001 
M: 0404 470 923

Thang Ngo
SBS
T: (02) 9430 2805
M: 0404 087 742