Good multicultural campaigns don’t happen by chance. They rely on careful media planning, local knowledge and an understanding of how different communities consume media. With nearly 50 years of experience of Leba, we craft strategic media plans to connect with culturally and linguistically diverse (CALD) audiences across Australia. We focus on getting your message in front of the right communities at the time they’re most likely to see and respond to it. As part of our Community engagement advertising services, we help brands, government departments and organisations communicate with diverse communities through carefully planned, culturally relevant media activity.
Every campaign starts with research. We look at the communities you’re trying to reach, the media they use and the best channels for your campaign. We evaluate over 160 newspapers, almost 200 radio stations, nearly 20 TV channels, and a vast array of digital, OOH and social media platforms, covering almost all languages spoken in Australia. This allows us to identify the most effective channels for your campaign, whether targeting Hindi-speaking audiences in Melbourne or Vietnamese communities in Sydney. We also consider cultural events, language preferences, and how different communities consume media before making recommendations.
Scheduling is equally vital. Our team meticulously plans campaign timelines to maximise reach and relevance. For instance, a Ramadan-focused campaign for Arabic-speaking audiences in Sydney might prioritise evening radio slots and social media ads. Planning around community events and audience habits helps campaigns reach people when they’re paying attention. It also helps reduce wasted advertising spend and improves campaign performance.
Australia’s multicultural media landscape is diverse, and every community responds differently. Our team combines media knowledge with cultural understanding to build campaigns that feel relevant rather than generic. Whether you’re promoting a product, delivering a public information campaign or community engagement advertising services, we’ll recommend the channels and timing that give your campaign the best chance of success.
Frequently Asked Questions
What is Media Planning and Scheduling at Leba?
Media Planning and Scheduling is the strategic process Leba uses to determine which multicultural media channels (print, radio, TV, digital, social) to use and when to place ads so they reach the right culturally and linguistically diverse (CALD) audiences at the most effective times. It blends demographic insights with cultural understanding.
How does Leba decide which media channels to include?
Leba assesses a comprehensive network of nearly 200 ethnic newspapers, over 100 radio stations, almost 20 TV channels, and digital/social platforms, matching the client’s target audience including language, location and cultural behaviours with the most suitable channels.
Why is scheduling important in multicultural marketing?
Scheduling ensures ads appear at times when the intended audiences are most receptive, such as during community events or specific cultural occasions which boost engagement and reduce wasted impressions. Leba integrates community calendars and media habits into the schedule for optimal impact.
What outcomes does strategic media planning achieve?
Strategic planning helps clients reach the right people with the right message at the right time, improving engagement, trust, campaign relevance, and overall return on media investment in Australia’s diverse multicultural media landscape.
How does Leba tailor plans for specific communities or campaigns?
Leba’s team uses deep insights into demographic behaviour and media consumption such as language preferences or cultural events to craft tailored media schedules. For example, they might prioritise evening radio for certain audiences or digital placements during peak online engagement periods.