American Advertising Federation Honors Asian American Agency for Innovative Efforts in Multicultural Marketing and Advertising

interTrend Communications, Inc. Awarded Two Mosaic Awards for Multiethnic Media Usage and Multiethnic Interactive Media

LONG BEACH, CALIFORNIA (August 5, 2008) – interTrend Communications, Inc., a full-service marketing agency targeting Asian Americans, has been awarded two 2008 Mosaic Awards in Multiethnic Interactive Media and Multiethnic Media Usage for campaigns run for their clients Toyota Motor Sales and State Farm Insurance, respectively, by the American Advertising Federation.

interTrend’s campaign for Toyota Matrix, the Director’s Chair,  was recognized for displaying an unprecedented effort to utilize interactive media targeted toward multiethnic Asian markets. The Director’s Chair is a site that was conceived by the agency to integrate the eclectic and bold appeal of the Asian American film genre with the unconventional image of the Matrix, Toyota’s stylish sports hatchback. Providing Asian American film fanatics with a centralized online portal for exclusive content and up to date information on all things film related, Toyota was able to reach the consumer in a non-traditional format and establish an authentic relationship with its target.

Toyota’s involvement as a true patron of the Asian American film scene and tailored campaign for the Pan-Asian target market is a first in ethnic marketing. During the month of June 2008 leading up to the Asian American International Film Festival in New York, unique visits to www.directorschairsite.com climbed to +283%. “We think the site provided a great platform for young Asian Americans to support this exciting independent film genre and experience the all-new Matrix at the same time,” said Dionne Colvin, National Advertising Manager. “interTrend did a great job of connecting the image of this unconventional sport hatch with urban progressives in the process.”

The AAF also recognized interTrend for their strong abilities in media planning and targeting specific multiethnic outlets to convey ad campaign messages by presenting them with the Multiethnic Media Usage award. After analyzing data from its annual media consumption survey, interTrend embarked on a mission to target the Asian Indian consumer. The media strategy was to maintain a strong year-round presence while heavy-ing up during the key launch periods, expanding media outlets for deeper and extended reach. With State Farm’s new campaign launch in March of 2008, interTrend’s task was to convey the same concept but through an Asian Indian lens, which would show how State Farm uniquely supported those contextual changes. Utilizing media vehicles, television being the highest in penetration, the agency was able to create an emotional bond between the consumer and the brand.  This would be State Farm’s first foray into television production for the Asian Indian Market.

In addition to media channels, interTrend utilized grassroots event sponsorships as an additional touch-point that resonates with the Asian Indian target. The first-ever title sponsorship of the inaugural 2008 State Farm South Asian Spelling Bee was orchestrated. The measured positive impact of this campaign for brand consideration for State Farm as the very first choice and the motivation to obtain a quote from having seen the State Farm was astounding.

About interTrend Communications, Inc.
Founded in 1991, interTrend Communications, Inc. is the leading, 100% minority owned, full-service marketing agency targeting the Asian American segments such as Chinese, Japanese, Korean, Vietnamese, Filipino, Asian Indian, and other Asian segments.  With a proven track record, interTrend has successfully helped F100 clients nurture and establish brand leadership positions in this emerging market through an integrated mix of traditional and non-traditional tactics. Core services include creative development, print and broadcast production, media planning and buying, public relations, promotions, events, interactive, strategic planning, research, and account management.  The agency consists of over 65 multi-cultural communications specialists.