A MULTICULTURAL MARKETING STRATEGY CASE STUDY

HORIZON MULTILINGUAL WEB DESIGN AGENCY

Over the last six years, marketing trends become increasingly focused on hyper-personalisation. Consumers now expect to have a message delivered to them in their native language, and by language, we are not only referring to pure linguistics but also to related culture, values and methodology of communication. Having a professional high-performance multicultural marketing strategy in place is essential to the success of international businesses.

Horizon Multilingual Web Design Agency is a web design agency that specialises in multilingual and multicultural websites. As they serve clients in Australia and Europe, Marketable Strategies designed a branding strategy that will be understood in a global market, enabling them to reach business owners from different cultural background and deliver a focussed message that targets each individual who visits the Horizon Multilingual Web Design Agency website.

Horizon is penetrating the French and Swiss market, so Marketable Strategies created a content strategy that suits the European market in French, and a parallel content strategy that is appropriate and highly effective for the Australian market, and can also reach business owners in Europe and the UK.

What challenges did our multicultural marketing strategy conquer?

The central challenge facing Horizon Multilingual Web Design Agency was that it needed a branding and communication strategy that effectively and appropriately spoke to the European, UK and Australian markets.  

Marketable Strategies developed a multicultural branding strategy and two communication strategies, one for the Australian, UK and European market in English, and one in French for the French, Swiss and European markets (French is the second most-widely taught language in Europe, after English).

BRANDING AND COMMUNICATION STRATEGY:

WEB BRANDING

MULTICULTURAL MARKETING STRATEGY

THE RESULTS

AN UNIVERSAL AND POWERFUL BRANDING CONCEPT

A Horizon suggest openness, new worlds, and is an image associated with conquest for all humankind. A Horizon signifies a new land and new opportunities; this strong, positive feeling is the same across most cultures.

Horizon is the same word in English and French, so will speak through both languages.

ONE BRAND, TWO COMMUNICATION STRATEGIES

Although the same message was communicated across both French and English interfaces, the approach and style of communication were culturally adapted to the two different audiences, and designed to be seamlessly inserted into the business bubble of each audience.