Big Benefits to Diversity in Advertising

In 1971, Canada was the first government in the world to implement multiculturalism as official state policy. A commitment to multiculturalism became official Canadian policy during the tenure of the late Pierre Elliot Trudeau, the father of the current Prime Minister Justin Trudeau.
“Canadian multiculturalism is fundamental to our belief that all citizens are equal. Multiculturalism ensures that all citizens can keep their identities, can take pride in their ancestry and have a sense of belonging. Acceptance gives Canadians a feeling of security and self-confidence, making them more open to, and accepting of, diverse cultures. The Canadian experience has shown that multiculturalism encourages racial and ethnic harmony and cross-cultural understanding.”1

– Government of Canada

However, embracing diversity and multiculturalism in advertising has been a struggle in North America. Indeed, for decades companies pushed marketing collateral that often reflected a homogenous view of the population, neglecting to include marginalized and diverse voices and […]

Reaching French Canadians: The Key to Success in Quebec

Quebec has the second largest economy in Canada,[1] and accounts for 24% of the country’s population. If you’re doing business in Canada, it is an important market to reach. But it is also the only province where French is the official language.

Expanding your business and tapping into the Quebec market is a smart business decision, but to truly capture the heart of Quebecers, you need to go beyond meeting the basic requirements of Law 101.
To break into the Quebec market the marketing messaging must be well thought out and strategic.
Quebecers can be weary of any business that is seen as foreign. There is a distinct cultural identity tied to the province and far higher brand loyalty to local boutiques and stores.

To overcome these bumps in the road, businesses will need to do their homework to establish a strong foothold in Quebec.

Our Quebec based subsidiary, LAT Marketing, works with […]

Canadian Businesses – Are you ready for National Day Golden Week?

China’s biggest travel holiday is quickly approaching; officially, the estimated number of travellers is over 700 million – nearly half of the country’s population. Canada should expect a significant portion of those travellers to be landing in cities across the country, staying from October 1st – 7th.

Westerners aren’t as keenly aware of other the holidays of other countries (it’s hard enough to remember when your own country or province’s holidays are!).

However, foreign travel holidays can be a boon to business when marketing and messaging are thoughtfully and appropriately applied to capture the millions of travellers coming into Canada from Asia.
Golden Week: Top Tips for a Business Boon
Luckily, LAT Multilingual can help Canadian and global businesses prepare for the busiest Chinese travel season of the year – here are some tips to help you succeed:

Chinese people are now world class travellers, and travel is expected to surge as overseas […]