Intercultural PR

Businesses and institutions increasingly consider people with migration backgrounds an important target group for their services, products and political messages.

Second and third generation immigrants with Austrian citizenship are entitled to vote and have considerable spending power. New demographic groups have evolved with their own communication cultures, media landscapes and decision-making structures, offering interesting opportunities for most companies and institutions.

Our expertise in intercultural PR consists in being able to use the different codes, role models and communication channels in each community. This experience and our contacts enable us to carry campaigns into communities even within a short period of time.

The campaign "Success without borders"

The Skills Group developed the initiative "Success without borders. Vienna's industry speaks every language." for the Vienna Business Agency and the Vienna Chamber of Commerce. The aim of this campaign was to visualise the contribution of immigrant businesses towards Vienna's economy.

This integrated intercultural communication campaign deliberately used outdoor advertising in order to increase the visibility of the often underestimated variety of Vienna businesses. Thus the motif could be found on outdoor advertisement boards, in projections onto walls at busy locations, and on trams and buses. Further components of the campaign were ads in immigrant media, media work, information materials for events and the website www.vorteilvielfalt.at. In the sub-project "25 heads" our editors produced portraits of twenty-five businesspeople with immigrant backgrounds and supplied them to the national media.

The campaign was developed in cooperation with the lifestyle magazine "das biber" and the Ultramarin design agency.