GIANTS among best Multicultural marketers

The Australian Multicultural Marketing Awards (AMMA) will be held tonight at the Sydney Opera house, in an unprecedented gala ceremony and cocktail reception, with the GIANTS heralded for their multi-faceted Multicultural Round campaign.

The theme running through the GIANTS’ application and campaign more broadly was shifting focus from promoting or celebrating the elite aspects of AFL to celebrating community, the role communities play in the game and “local heroes”.

With Australia Post Multicultural Ambassador Stephen Coniglio promoted as the face of the campaign, the GIANTS used their Round 19 game against Geelong at Spotless Stadium as a platform to celebrate the role multicultural communities play in Western Sydney and encourage new communities to enjoy and participate in AFL and the GIANTS Football Club.

The Campaign underpinned by a key purpose statement, “that Multicultural Round is a celebration of the many wonderful cultures in Western Sydney who share a passion for football and no matter who you are or where you come from, AFL is a sport that embraces everyone willing to get involved and have a good time,” was widely lauded, and rewarded with an AMMA nomination in the ‘Big Business’ category of the awards.

The GIANTS have been nominated in their category alongside SBS, recognised for its multicultural marketing efforts surrounding the broadcast of this year’s Soccer World Cup in Brazil.

AFL NSW/ACT Multicultural Programs Manager Ali Gronow paid homage to the work of the GIANTS in the Multicultural marketing space.

“I think this nomination is a fantastic reward for the brilliant work the GIANTS do in terms of Multicultural marketing, with the campaign surrounding their game against Geelong innovative, exciting, and successful,” Gronow said.

“Western Sydney is one of the most culturally diverse markets in the country, and increasing engagement with the Multicultural community is a fundamental component of the GIANTS’ growth and fan development strategy.

“The opportunity to share the great game of AFL with people who might never have been exposed to it before is hugely exciting, and I look forward to the impact of AFL increasing in Western Sydney in years to come.”

The Australian Multicultural Marketing Awards are coordinated by the Community Relations Commission for a Multicultural NSW (Multicultural NSW).

These prestigious awards are designed to showcase the achievements of organisations within the sphere of multicultural marketing.

The award recipients demonstrate vision, awareness, innovation and leadership in communicating to all the people of Australia through successful results driven strategies.

In 2014, the awards will celebrate 25 years of honouring Multicultural marketers.

Current and former Australia Post Multicultural Ambassadors Stephen Coniglio (right), and Setanta O’Hailpin (left).