Multicultural Advertising

Information about the British multicultural population

Snapshots of cultures and societies present in Britain today

How One Central Point can provide multicultural targeted advertising

opportunities

Notting Hill Carnival China Town, London Leicester Diwali Celebrations International Food Market, Birmingham

One Central Point has been working with its global partners to provide advertising

opportunities for clients interested in reaching the British multicultural population

on their favourite and most popular international sites.

This population is growing in size,

connectivity and wealth yet maintains strong

cultural links with home. The sites they use

keep them up to date with their roots

allowing them to follow the political updates,

see the results from the weekend’s sports

and catch-up on entertainment gossip. Using

these sites is as routine as checking the

Facebook newsfeed and seeing what Stephen

Fry just tweeted.

The British multicultural population is

under represented both as an object and a

subject in the current media landscape.

One Central Point bridges this gap

affording the advertisers opportunities to

connect with these communities through

provision of relevant and indigenous

content.

Notting Hill Carnival China Town, London Leicester Diwali Celebrations International Food Market, Birmingham

Stir-fry has taken over chicken tikka masala as

Britain’s most popular dish.

Britain’s ethnic minorities are younger than

the rest of the country: they are more urban,

they are keener to buy and use new

technology and their purchasing power is

growing.

High rate of business start-up and self-

employment in multicultural population.

Major assumptions that are in fact myths

about ethnic minorities in Britain:

- They don’t spend

- They behave the same as their white

counterparts

- They are too hard to reach

The British multicultural

population’s purchasing

power has recently topped

the £300 billion mark.

(BMP shown in pink)

This is a figure greater

than the whole of the

Netherlands (£288b),

more similar to the

combined total of Ireland,

Denmark and Portugal

(£301b).

The British multicultural

population makes up 20%

of the UK total (13M out

of 65M), but 27% of

Britain’s gross disposable

income.

Black African

Black Caribbean

Black Other

Asian Other

Pakistani

Bangladeshi

Chinese

Indian

By 2051, England and Wales will be as

ethnically diverse as London is now.

Here is a graphic showing the multicultural

densities in London where one dot

represents 1000 people.

“White British” makes up only 45% of the

total London population.

S o u t h

A s i a n s

B l a c k

G ro u p s

Eastern

Europeans

C h i n e s e

M i dd l e

E a s t e r n

M i dd l e

E a s t e r n

R u s s i a n

Examples of some of the top ethnicities in Britain and the most

popular sites they visit – available with One Central Point

India, Bangladesh and

Pakistan

1.6MM UU

TimesofIndia.com

IndiaTimes.com

EconomicTimes.com

Express.com.pk South Africa

200,000 UU

Iol.com.za

Poland

1.6 MM UU

Onet.pl

Wp.pl

Republic of Ireland

700,000 UU

IrishTimes.com

Jamaica

335,000 UU

Jamaican-gleaner.com

JamaicanObserver.com

Russia

250,000 UU

Yandex.ru

Kommersant.ru

Key examples of the One Central Point

Multicultural Portfolio

@onecentralpoint

For further information please contact:

Gabriel Chavez Account Executive

+44 (0)207 936 2170

+44 (0)795 770 0393

gabe@onecentralpoint.com

211 The Strand

London

WC2R 1AP

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