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 to our readers: greetings
Happy New Year from Améredia! If you’re not ready for the holidays to be over, we invite you to continue the festivities with Lunar New Year on Jan. 23, observed by our Chinese, Korean, Vietnamese and Taiwanese friends. Plus, catch up with everything you missed while you were away for the holidays and learn about the Pacific Islander American community in this edition of réd. We’re gearing up to bring you the best of multicultural marketing throughout 2012!
-- Team Améredia
 spotlight on: the Pacific Islander community
Pacific Islander Americans are defined by the Census as anyone with ancestry from Hawaii, Guam, Tonga, Samoa or other Pacific Islands and additionally of Polynesian, Micronesian and Melanesian cultural backgrounds. This population group made up one of the smallest racial group counted in the 2007-2009 American Community Survey, numbering only 875,163 people or about 0.3 percent of the population. Most Pacific Islanders live in Hawaii, Alaska and the West Coast.
Because the Hawaiian Islands are a prime tourist spot, a higher percentage (13 percent vs. 8.9 percent national average) of Pacific Islanders work in the recreation, accommodation and food service industries. At $57,664, their median household income is also slightly higher than the national average of $51,369. What is lower than the national average is Pacific Islanders’ median age of 26 (a whopping 11 years younger) as well as their educational attainment; only 12 percent of Pacific Islanders have a bachelor’s degree compared to 18 percent nationally.
One of the most popular Pacific Islanders who has made his mark in American culture is professional wrestler Dwayne Johnson or "The Rock." Son of a Samoan mother, Johnson’s acting career took off while he was with World Wrestling Entertainment and has starred in a series of blockbuster movies. Others include Canadian actor Keanu Reeves, who has Pacific Islander heritage from his Hawaiian-born mother, and the late Israel Kamakawiwo'ole's, whose famous medley of "Over the Rainbow" and cover of "What a Wonderful World" won the world over.
Pacific Islander Organizations
The Pacific Islander American community has a few organizations in the U.S., a few of them listed below.
Asian Pacific American Chamber of Commerce
Asian Pacific American Institute for Congressional Studies
Asian Pacific American Labor Alliance
Asian Pacific Americans in Higher Education
Asian Pacific Islander Community Leadership Foundation
Asian Pacific Islander Organization
Asian/Pacific American Heritage Association
Association of Asian Pacific Community Health Organizations
Pacific Islanders’ Cultural Association
The Center for Asian Pacific American Women
 to go: community events
Jan 9-23 Chinese New Year Events @ Honolulu, HI
Jan 11-18 Shen Yun 2012 @ New York City, NY
Jan 14-15 Black Heritage Street Festival @ Tampa, FL
Jan 14-16 MLK Parades and Events @ Houston, TX
Jan 16 MLK Commemoration March @ San Antonio, TX
Jan 16 MLK Day of Service @ Philadelphia, PA
Jan 16 MLK Parade @ Tampa, FL
Jan 21 Tet Festival (Vietnamese Lunar New Year) @ Seattle, WA
Jan 19 Chinese New Year Flower St. on Greenway @ Boston, MA
Jan 22 Year of the Dragon Ceremony @ Los Angeles, CA
Jan 22 Lunar New Year Festival Family Day @ New York, NY
Jan 23 Lunar New Year Firecracker Ceremony @ New York, NY
Jan 26 Chinese New Year Celebration @ New York City, NY
Jan 28-29 Chinese New Year Parade & Festival @ Los Angeles, CA
Jan 29 Tu B’Shevat (Jewish) Celebration @ New York, NY
Jan 29 Lunar New Year Parade @ Chicago, IL
Jan 29 Chinese New Year Parade @ Boston, MA
 to go: professional events
Jan 17-20 Leadership Innovation Summit @ New Orleans, LA
Jan 18 Women’s Luncheon @ Atlanta, GA
Jan 19 CMO Leadership Forum @ New York, NY
Jan 20 SAVVY PR Boot Camp @ Manchester, NH
Jan 25 Demystifying Latino Media and PR @ San Francisco, CA
Jan 25 Social Media in B2B Marketing Mix @ Philadelphia, PA
Jan 25 Asian Career Fair @ San Francisco, CA
Jan 31 Latino Business Awards @ Los Angeles, CA
Jan 31 Cross-Generation Marketing Conf @ New York, NY
 in the know: market research
Hispanics More Likely to View Online Videos
Spanish-speaking Hispanics aren’t online as often as non-Hispanics, but when they are, they’re most likely to be watching videos. A Google and Ipsos OTC MediaCT study revealed that 64 percent of Hispanic Internet users visited a video site in the last month compared to 50 percent of the population.
Read more >>
Pharmas Ramp Up Multicultural Marketing
A New York agency study revealed that healthcare and pharmaceutical companies are increasing their in-language marketing materials, microsites and interactive online tools. It’s all telling of the lucrative opportunity that the new multicultural consumer represents.
Read more >>
Hispanics Visit Spanish-Language Sites Outside the U.S.
October 2011 ComScore rankings show that Hispanic online audiences in national markets go to websites produced outside their home country. This demonstrates the ability to geo-target Latinos based on language, among other things.
Read more >>
 on the web: insights
From blogs to national publications, Améredia combs the finest multicultural resources online for the latest and most relevant industry news. Here are a few that had us talking last month, including some of our very own agency bloggers:
Advertisers Seek to Grow Latino Consumers
Imperial Valley Press
Five Things the Census Revealed About 2012
Brookings
Lowe's Pulls Ads from 'All-American Muslim'
CNN
Marketers Advised To Target Ethnic Preferences
Media Post
Marketing to Affluent African Americans
ReachingBlackConsumers.com
Multicultural Marketing Key to Hotel Demand
HotelNewsNow.com
NBC to Launch Latino-Targeted Website
Portada
One message, or many? | Ethnic Advertising
The Economist
Pharmas’ multicultural efforts online fall flat
Medical Marketing & Media
The Year in Media | Making a Multicultural Pitch
The New York Times
What It Means to Be Supplier of the Year
Améredian
Why the C-Suite Needs Women of Color
Harvard Business Review
 in the news: our clients ⁄ partners
American Advertising Federation Names 2012 Hall of Fame Inductees
The American Advertising Federation has selected this year's "magnificent seven" and a corporation for their 63rd Advertising Hall of Fame. The Induction Ceremony and Gala Dinner will be held on Tuesday, March 27, 2012 at New York’s historic Waldorf-Astoria Hotel.
Read more >>
New Comcast Partnership to Create Philly Entertainment District
Comcast-Spectacor and The Cordish Companies announced a partnership with Comcast Corporation to Create the "XFINITY Live! Philadelphia" dining and entertainment district. The South Philly sports-themed district will feature dozens of restaurants and is slated to open in April 2012.
Read more >>
 about us: agency report
With a triumphant year behind us, we move into 2012 with more optimism than ever before. Amerédia received various industry-wide awards and recognitions in 2011 and landed new accounts, including work for Pacific Gas & Electric, that continue advancing our track record. We maintained our emergence this year as a leading diverse market agency managing integrated marketing communications for major brands, like Comcast. This month we hit the ground running launching campaigns around the Lunar New Year in Chinese, Vietnamese and Korean markets. The Census 2010 brought forth insights that is making corporate America take another look at multicultural marketing. With our deep expertise across leading groups like Hispanics and Asians in addition to our dedicated knowledge base within other groups, we are well positioned to manage strategic brand growth and customer acquisition in diverse segments. Join our world by connecting us socially on Twitter, Facebook and LinkedIn. Subscribe to our multicultural newsletter réd, the nation’s most comprehensive e-newsletter. Hear from our thought leaders on our multicultural blog améredian.
AWARDS AND RECOGNITIONS:
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NEWSLETTER INFO
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Read réd archives now!
cultural snapshot
The Luau
The Luau is known as the Hawaiian barbecue and for good reason. It's a large party where the main course is Kalua pig - a whole pig steamed in an imu (underground oven). You will also find pupus (hawaiian appetizers), laulaus (meat, normally pork, cooked inside ti leaves), limu (seaweed), lomi-lomi salmon (salmon cooked with tomato and onion), poi (ground taro root with water), and haupia (coconut and pineapple pudding).
media sheet
Ka Wai Ola o OHA, translated as 'The Living Water of OHA,' is a free monthly magazine that serves the Hawaiian community by reporting on critical issues that impact not only Hawaiians, but the community as a whole. With a monthly circulation of 57,000, the magazine is mailed to homes statewide and on the continent as well as to public libraries of the islands.
bite-sized language
There are approximately 40 Polynesian languages. Hawaiian is one of the most prominent of these, among Tahitian, Samoan, Tongan and Maori. More than 27,000 people speak Hawaiian in its native state and parts of the U.S.
Thank you: Mahalo
Good morning: Aloha kakahiaka
What is your name?: 'O wai kou inoa?< /em>
good eats
Hawaiian Poke
For centuries, Hawaiian fishermen cut their catch of raw fish into cubes and seasoned it with whatever ingredients they had. Poke is often served in Hawaiian homes and restaurants as a side dish and is considered a comfort food or “local grind” by Hawaiians.
• 2 pounds fresh or sashimi-grade Ahi tuna steaks, cut into bite-size pieces
• 1/2 cup soy sauce
• 3/4 cup chopped green onions (tops included)
• 2 tablespoons sesame oil
• 1 tablespoon grated fresh ginger
• 1 to 2 chile peppers cored, seeded, and finely minced
• Coarse salt to taste
• 1 tablespoon toasted sesame seeds
• 1 tablespoon finely chopped toasted macadamia nuts
• Bok choy or romaine lettuce leaves
Directions
In a large bowl, combine tuna, soy sauce, green onions, sesame oil, ginger, chile peppers, salt, sesame seeds, and macadamia nuts; mix lightly. Cover and refrigerate at least 2 hours before serving. To serve, tear lettuce leaves into comfortable holding sizes and spoon approximately 3 tablespoons of poke onto each piece. Eat with your fingers or use a fork or chopsticks.
creative
Check out our Chinese transcreative project for PG&E.
meet améredian, Minette
"I'm a market investigator at Améredia"
My own multicultural roots:
Born and raised in San Francisco, I developed a deep understanding of diversity. Each section of the San Francisco Bay Area is defined by its distinct culture, and together as a whole, it becomes one of the world’s largest attractions. This is the city I was born in, the city I love, and this is where Amerédia flourishes – in a city filled with multiculturalism.
Partner Profile
The American Advertising Federation (AAF), headquartered in Washington, D.C., acts as the "Unifying Voice for Advertising." The AAF is the oldest national advertising trade association, representing 40,000 individual members from nearly 200 local AAF clubs and ad federations located in ad markets big and small across the nation; 8,000 student members from 215 AAF college chapters; and nearly 100 corporate members, comprising the nation’s leading advertisers, advertising agencies and media companies. For more information, visit www.aaf.org.
global calendar
Jan 1: New Year's Day
Jan 1: Shogatsu - Japanese New Year (Japan)
Jan 1: St. Basil's Feast Day (Greece)
Jan 2: Ancestry Day (Haiti)
Jan 6: Epiphany/Three Kings’ Day (Latin America)
Jan 7: Christmas (Eastern Orthodox, Ethiopian)
Jan 9: Seijin no hi – Coming of Age Day (Japan)
Jan 13: Lohri (Buddhist, Hindu, Sikh)
Jan 14: Makar Sankrat (India)
Jan 14: Pongal (India)
Jan 14: New Year (Russian Orthodox)
Jan 14: Bikarami Sankrant (Hindu, India)
Jan 16: Martin Luther King, Jr. Day (USA)
Jan 23: Chinese Lunar New Year (China, Korea, Taiwan, Vietnam)
Jan 23: Tet Nguyen Dan – Year of the Dragon (Vietnam)
Jan 26: Republic Day (India)
Jan 26: Australia Day (Australia)
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