WelcomePack Canada Inc. recently unveiled its “Welcome to Canada” program, which it says connects marketers with new immigrants as soon as they arrive in Canada.
The program – started by Albert Yue, founder of Dyversity Communications – gives gift boxes containing more than $1,000 worth of products and special offers from various companies to new immigrants. The year-round program will commence in September with the delivery of 30,000 welcome packs, distributed through 60 newcomer settlement services centres across the Greater Toronto Area.
According to Citizenship and Immigration Canada, more than 250,000 immigrants came to Canada in 2012, a 3.5% jump from 2011. Near-term projects show 240,000 to 265,000 new immigrants are set to arrive annually.
“This is a big opportunity for marketers to get directly in touch with new immigrants,” said Andrew Srinarayan, director of marketing at WelcomePack. “The numbers have gone up in favour of new immigrants, and it’s increasing day by day.”
Srinarayan said about 20 brands are on board on so far, representing categories in consumer goods, financial services and automotive. An automotive company, for example, can give newcomers “a great incentive to buy the brand when they’re making their decision to buy their first car.”
The program will also allow marketers to communicate with Welcome Pack recipients who become part of a database. Newcomers “can continue to get great offers throughout the year and communications that are tailored to them,” said Srinarayan.
To promote the welcome packs, a marketing campaign including TV, radio, out-of-home and print advertising, will begin in September. The campaign will target new immigrants in 10 languages through both mainstream and ethnic media outlets.
