Mobile and internet service provider, Belong, says it has experienced a significant boost from its inaugural Boomtown campaign, leading to a strategic shift towards regional advertising. The campaign, which was rolled out in eight regional markets including Cairns, Newcastle, Wollongong, and Darwin, aimed to drive sales, brand awareness, and share of voice. The results have been so compelling that Belong has committed to investing 30% of its ongoing media spend into regional advertising.
The ‘Belong Regional’ campaign targeted regional audiences through a mix of TV, radio, social media, and out-of-home advertising. The results were impressive, with a +20% uplift in brand awareness in five of the eight target markets. Beyond boosting brand awareness and market share, the campaign also provided valuable insights into areas where network coverage could be improved, helping to prioritise network investment.
Aaliah Eggins-Bryson, Belong’s Head of Product and Marketing, underscored the importance of regional audiences. ‘Regional audiences are hugely important, and they appreciate advertising specifically tailored to them, that considers their needs,’ she said. ‘From a business perspective, we see a lot of opportunity in terms of growth and capturing new demand in new markets. It’s critical to rethink regional audiences and it’s crucial for brands to find ways to get their messages to them.’
Boomtown Chairman, Brian Gallagher, also praised Belong’s campaign success, highlighting the untapped potential of regional audiences in driving sales and brand awareness. ‘Belong’s Boomtown campaign delivered increased brand awareness, consideration and sales that beat all their expectations,’ Gallagher said. ‘The results were so significant for the business that they have decided to sustain their investment in regional markets. It just shows the wealth of opportunity in Boomtown for brands that want to grow their audience and increase market share.’
Boomtown is designed to represent the 9.6 million Australians that live outside the five metro capitals. Its eight Australian media owner members are SCA, WIN, Seven, ARN, ACM, Nine NBN, News Corp Australia, and Imparja. The success of Belong’s campaign suggests that regional advertising could be a game-changer for brands looking to expand their reach and tap into new markets.
