SCA, Grant Broadcasters & more launch regional marketing campaign BOOMTOWN
BOOMTOWN is an Australia-first collaboration that sees six key media groups combine for a million-dollar regional trade marketing campaign.
Southern Cross Austereo, Win, Prime Media Group, Australian Community Media, Imparja and Grant Broadcasters have joined forces to shine a light on the benefits of advertising in regional Australia across multiple platforms and channels.
At the launch yesterday, BOOMTOWN was unveiled as an uncrowded marketplace where 8.8 million Australians live.
It was also pointed out that regional Aussies have a higher spend on their weekly shop than those in metro areas and travel just as much.
“Regional Australia is home for 8.8 million Aussies who are tapped-in, on-trend, online and ready to engage,” said chair of the Boomtown committee and Southern Cross Austereo’s chief sales officer, Brian Gallagher.
“It’s one of the largest and fastest growing markets in the country. Regional Australia is a Boomtown for brands who have previously underinvested in this growing market.
“Only 10% of national media budgets are spent regionally, despite 36% of the country’s population living there. That’s 8.8 million Australians being ignored by advertising in an extraordinarily uncluttered environment.”
“Metropolitan markets are currently perceived to be more valuable due to misconceptions about regional Australia,” added Boomtown committee member and Australian Community Media’s national sales and partnerships director, Penny Kaleta.
“We need to change these misconceptions or risk becoming redundant to this prosperous market, a market that can be accessed by advertisers 24 hours a day – half of Australia’s top 10 online shopping postcodes are in Boomtown!
Australia is easier to buy than ever, said Boomtown committee member and Prime Media Group’s general manager of sales and marketing, Dave Walker
“The combined reach of our media companies means that we can talk to regional Australia at any time across any platform. Reliance on metro spends in any campaign that targets people other than CBD dwellers is simply short-sighted.
“It’s time to think outside the metropolitan postcode and look beyond city streets. The media partners of the Boomtown collective inform and entertain the people of regional Australia with incredible content, and they respond. It’s time for media buys and industry leaders to tune in.”
Boomtown kicks off from April 8 across multiple platformsand channels, and will be in-market for three months with events held in Sydney and Melbourne and via in-agency activity nationally.