The Italian community celebrate with family gatherings. Other than religious festivals, family milestone events such as christenings, engagements and weddings are important.

Third generation Italian-Australians may favour Australian-style reception venues, however, as the wedding is likely to be paid for by the parents, advertising in Italian media remains important. Studies have shown that seven of 10 Italian speakers consume Italian language media on a weekly basis.

Australian Italians have traditionally favoured investment in property over other choices – some property marketers are aware of this and have built market share by engaging the Italian community on a local basis.

Italian businesses also know to associate products and services with key sporting events. Melbourne’s Grand Prix and big soccer events capture the attention of the Italian community. Travel, telecommunications and cars are ideally-targeted to associate with such sporting events.

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