Many CALD migrants struggle to integrate into Australian culture due to knowledge and understanding gaps, and fear of not doing the right thing. In partnership with the VRC, the Chinese Museum and Myer, we strived to close these knowledge and understanding gaps through creating a meaningful engagement opportunity for n=10 handpicked, high-net-worth, first to fifth generation Chinese migrants. ​

Guests were invited along to a two-part event: The first part was a session at the Chinese Museum to educate guests on the racing industry and the Chinese-Australian migration journey, followed by an exclusive personal shopping experience at Myer’s flagship Bourke Street Mall store. The second part of this event, the Sofitel Girls’ Day Out, provided the guests with a wonderful opportunity to truly engage with the sport, whilst removing the barriers.​

From research insights to cultural immersion to actual conversion, all the event partners involved in this program received remarkable/ measurable levels of direct benefits and returns – brand recognition​ & loyalty, high ‘sticky’ customer experience and finally, conversion.

​This was a wonderful opportunity to see our insights in action –​ through understanding the needs and pain points of our CALD community and transferring them into an opportunity to serve this audience and our brands. ​