Mission Hill has been recognized as Canada’s only five-time winner of Winery of the Year. The company has received multiple best varietal awards on the international stage for its best-in-class wines.

According to the latest census, Chinese residents account for nearly 2 million people in Canada. Brands that care about diversity need to adapt their marketing strategy to engage with this growing customer group. Mission Hill Winery understands the importance of engaging with Chinese customers to promote its brand and quality wines on the right platforms, such as WeChat and RED, which are both popular Chinese apps. 

At LAT Multilingual, helping companies engage with diverse audiences is a passion. and we are delighted to work with Mission Hill in their engagement with Chinese locals. This Fall, Mission Hill's marketing campaign delighted the community and helped the brand further connect with this growing audience.

The Mid-Autumn Moon Festival is the second most important festival celebrated in Chinese culture after Chinese New Year.

Chinese families gather for celebrations, arrange family dinners, celebrate the new moon, relish mooncakes, and more.

Mission Hill's simple and relatable messages on WeChat and RED appealed to the Chinese community and helped build brand awareness.

WeChat Social Media Activities for pursuing Chinese audiences:

As the Mid-Autumn Moon festival is all about family gatherings and sharing, we created content on WeChat featuring an interactive quiz.  

Posts:

LAT created social media posts on various topics related to the Mid-Autumn Moon Festival - such as the popular mooncakes, tips on pairing wines with different foods, mid-autumn dinners with family, and more.  

Working with popular Chinese media influencers in Canada also allowed us to promote social media activities and articles, helping to attain greater visibility.

Live Streaming:

Mission Hill offered a live-streaming event on WeChat, where the winery's representative presented the Mission Hill Mid-Autumn gift box, shared her experience of the flavours and suggested food pairing tips. 

This VIP event generated questions from the audience and continuous engagement throughout the Mid-Autumn campaign.

Social Media Activities on RED and Other Platforms:

The content was also posted on RED to amplify reach and impact.

Paid ad campaigns on Facebook and Google in both Simplified and Traditional Chinese also delivered higher results. Having both our translation and marketing teams working together allows us to create outstanding copy, and to react closely to measured results.

Our Commitment

Multicultural marketing is critical when it comes to working with a diverse audience. Like Mission Hill, companies need to adapt their messaging to engage meaningfully with audiences from diverse backgrounds.

We are proud of our continued commitment to supporting clients in deepening their connection with consumers through multicultural marketing.

For over 23 years, the team at LAT is passionate about linguistic and cultural diversity. We are committed to helping companies and organizations reach their customers meaningfully.

LAT enables Mission Hill, and clients of all sizes, to successfully connect their brands with Chinese audiences. Well-adapted communication is a powerful tool for brand awareness and growth.

Looking for customized marketing messages for your multicultural marketing strategy? Get in touch!