“You can reach any community, any population, any small target group with the right expertise, the right media resources,” said Givi Topchishvili, chief executive of New York-based Global Advertising Strategies, which helps develop niche ethnic markets for Lufthansa and other corporate clients. By working with advertising consultants who understand a group’s unique values and spending habits, he said, firms aim to deliver a relevant message at the right time, in the right place, in the right language. “You can be effective not only with larger communities, like the Latino community,” he said. “You can reach the Polish community in Chicago or the Greeks in New York.” Ten years ago, advertisers did target broad groups like Hispanics or Asians, said Greg Anthony, senior vice president of Alloy Access, the multicultural division of the marketing firm Alloy Inc. But today’s clients want to go deeper, beyond such broad descriptions, and reach the more than 35 million foreign-born residents in the U.S. who hail from more than 400 countries, according to the U.S. Census. MoneyGram International Inc., a company that allows customers to wire money around the world, used International Women’s Day on March 8 to reach out to Russians, Armenians, and other immigrants from countries that celebrate the blend of Valentine’s Day and Mother’s Day. Ethnic radio programs and newspapers from New York to San Francisco carried ads wishing listeners a happy Women’s Day. And on March 8, Moneygram representatives fanned out into neighborhoods handing out carnations, a flower symbolizing admiration and devotion in those cultures, and discussing the company’s products in relevant languages. Lufthansa tried ethnicity-specific advertising in the United States to promote its online booking system, weflyhome.com, which was created with immigrants in mind.160Want local news?Sign up for the Localist and stay informed Something went wrong. Please try again.subscribeCongratulations! You’re all set! SAN FRANCISCO – A singer croons in Farsi while musicians strum their instruments before an audience of families gathered in a park for an Iranian holiday feast. A banner looms over the crowd wishing them all a happy Norooz – the Persian New Year – from Lufthansa, the German airline. Such scenes are becoming part of the marketing landscape as global companies look beyond Cinco de Mayo and Chinese New Year in their efforts to reach immigrant consumers that might miss a more mainstream message. Just as Norooz offers firms a window into an untapped community, so too does the Muslim holy month of Ramadan; or Malanka, when Ukrainians celebrate the coming of spring.