Wal-Mart Launches Its First-Ever Asian-Language Advertising Campaign

Chinese, Filipino and Vietnamese TV and print advertisements to run
in key cities starting April 1

LOS ANGELES, CA – Ever wonder how they say “everyday low prices” in Chinese?  Today, Wal-Mart Stores, Inc., unveiled an advertising campaign geared toward the Asian Pacific American market.  The innovative ad campaign, a first for the Bentonville, Arkansas-based retailer, focuses around the personal stories and shopping experiences of Wal-Mart customers and is designed to allow Asian American consumers to see and hear firsthand what the Wal-Mart experience is all about - - entirely in their own native languages.

“At Wal-Mart, we understand that our customers come from communities with diverse languages, cultures and beliefs.  We also know that a large segment of our Asian American customers prefer to receive information about our company in their own languages,” said Bob Connolly, executive vice president of marketing and consumer communications for Wal-Mart Stores, Inc.  “Communicating in the languages and culture familiar to Asian Americans reflects Wal-Mart’s deep commitment to diversity and our respect for all of our customers.”

The ad campaign will run in select U.S. cities, including Los Angeles, Houston, San Diego, San Francisco and San Jose beginning on April 1. 

The original television, print and radio ads were developed in Cantonese, Mandarin, Vietnamese and English with the assistance of IW Group, a leading Asian American advertising and marketing company based in Los Angeles. 

“Wal-Mart is one of the first retailers in the country to develop television ads that take into account the varying perspectives of Asian American consumers from all ethnic backgrounds,” said Nita Song, president of IW Group, Inc. “It is also one of few retailers to recognize the importance of reaching out to this fast-growing segment of the U.S. population.  Asian Americans in general are fiercely brand-loyal, have the highest median household income in the country, and have a combined purchasing power in excess of $360 billion.”

The innovative television ads feature first-hand testimonials of Asian American families who have made Wal-Mart their retailer of choice.  One commercial features three generations of a Chinese family who make shopping at Wal-Mart a group outing and an opportunity to spend time together.  The Kwong family describes Wal-Mart products and services that appeal to the unique needs of their whole family, from clothing for the first generation grandparents, to household goods for Mrs. Kwong, to toys and video games for the children.  

About Wal-Mart
Wal-Mart Stores, Inc. operates Wal-Mart Stores, Supercenters, Neighborhood Markets and SAM’S CLUB locations in the United States. Internationally, the company operates in Argentina, Brazil, Canada, China, Germany, Japan, Mexico, Puerto Rico, South Korea and the United Kingdom. The company’s securities are listed on the New York and Pacific stock exchanges under the symbol WMT. More information about Wal-Mart can be found by visiting www.walmartfacts.com. Online merchandise sales are available at www.walmart.com.

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