SBS Launches Dynamic Cross Platform Lunar New Year Offering
January 15, 2014
Once again SBS is the Lunar New Year destination for all Australians with a new and exciting cross platform campaign launching today, encompassing TV, radio, online and social media to bring one of the world’s largest cultural events into living rooms everywhere.
The SBS LNY 2014 campaign theme is, ‘Share Lunar New Year’ and as such, aims to be a conduit for all Australians to explore LNY through exposure to a rich offering of multimedia content.
Inspired by the beliefs of the Chinese, Vietnamese and Korean cultures, 2014 sees us enter the Year of the Horse, whose spirit is energetic, bright, warm-hearted, intelligent and able. People born under this sign are great communicators, clever and kind to others.
The campaign runs from January 15 to February 14, 2014 with SBS LNY promotions across TV, radio and online, which will include brand spots featuring SBS talent including food writer and TV host Adam Liaw, SBS World News presenters Kathy Novak and Anton Enus and PopAsia host Jamaica dela Cruz.
SBS Marketing Director Helen Kellie said: “The LNY campaign reflects the organisation’s ongoing commitment to sharing this vibrant celebration with all Australians. From stalls at local community events, to our plethora of Lunar New Year programming, we are dedicated to ensuring all Australians have the opportunity to explore, engage with and celebrate Lunar New Year in a way that is relevant to them.”
LNY is a highlight of the SBS multicultural calendar, with the focus this year on strong community engagement, as high profile SBS Radio presenters participate in LNY festivals across key suburbs of Sydney and Melbourne, broadcasting live from selected events.
SBS Radio will attend 11 separate LNY community events, including the City of Sydney Twilight Parade which will feature the SBS PopAsia float. In addition, SBS Radio’s Mandarin and Cantonese program presenters will have a presence at the Box Hill LNY event and the Vietnamese program presenters will be part of a special live broadcast from the Richmond, Footscray and Fairfield Tet Festivals.
SBS Strategy and Community Relations Manager, Audio and Language Content, Lou Petrolo, said: “This year, SBS has taken its involvement with Lunar New Year events to a new level. Our language programs are present at more events than ever before, building stronger ties with Asian communities during the most important time on their cultural calendar.
“This helps us provide a unique content perspective on these events, making them more accessible for individuals and organisations, building awareness, participation and appreciation in the celebrations.”
Also central to the SBS LNY campaign is East Asian-inspired TV programming on SBS ONE including the action-packed Kung Fu Film Season, an amazing culinary journey with Luke Nguyen’s Memories of the Mekong and a fascinating new documentary about mass production in China, hosted by UK reality TV star Gok Wan, in Gok Wan: Made in China. SBS will also host a two-part series, Lost Worlds: Great Wall of China to coincide with LNY.
The SBS Online team has created an engaging online interactive experience for LNY, titled, ‘From China to Australia’, which invites people to share their hopes and wishes for the year ahead and explore Chinese-Australian history through the lens of personal stories by both public and private figures including Tony Ayres, Benjamin Law, William Yang and Mary Tang.
The site also features 3D footage of the 2013 LNY Twilight parade, coupled with a host of other interactive feature. To participate visit sbs.com.au/chinatoaustralia/
There is also an online competition offering a major prize of a trip for two to China, Korea or Vietnam. Enter go to sbs.com.au/lunarnewyear