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
211 The Strand
London
WC2R 1AP
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