Beyond the red and gold: Why lazy Lunar New Year marketing is losing its shine
Lunar New Year (which beings Tuesday, 17 February this year) offers a fantastic opportunity for Australian brands to capitalise on the festivities — as long as they don’t just phone in an offensive, tone deaf advertisement. Rebecca Song, senior account manager at Think HQ, explains.
Rebecca Song - author
As we hit February, most of Australia sits in that strange calendar limbo between broken New Year’s resolutions and the wait for the Easter long weekend. But for more than 1.5 million Australians — including myself — this is when the year actually kicks off.
Lunar New Year (LNY) is a massive, high-energy cultural moment shared by Chinese, Vietnamese, Korean, and many other communities. As a Chinese migrant living in Australia, my February is always a blur — a chaotic mix of catching up with friends, frantically sending gifts to family back home, all marinated in the hazy blend of nostalgia and excitement that comes with the season.
From a marketing perspective, the opportunity is obvious, right?
Wholeheartedly agree with this piece. It’s an industry wide problem that is only focusing in on the bottom line. It comes down to individuals within organisations who actually take the time to educate and nurture young talent. They are truly, rare to find.