Boomtown has partnered with media agency industry body the Media Federation of Australia (MFA) to launch an education initiative aligned with Boomtown’s purpose to promote the benefits of advertising in regional Australia.
The Boomtown masterclass, called ‘Rethink Regional’, will run as part of the MFA’s NGEN Plus program, which is targeted at industry members with less than five years’ experience.
The masterclass will launch next month, facilitated by Gaye Steel, and aims to equip media buyers with the knowledge and tools to book more regional media.
“We are looking for ambitious professionals with three to five years’ experience who want to excel and move up the ranks,” Steel said.
“As well as hearing from regional media industry experts, the interactive sessions are designed to deliver focused insights and industry tips, looking at the regional landscape, geographical and audience profiles, channels and effectiveness and the future for regional. Participants will walk away with specific regional advertising, audience tools, and prizes.”
She will be supported by a panel of experts including Grant Broadcasters’ group general manager of national sales and marketing, Jeremy Simpson, IAG’s group brand strategy director, Caroline Hugall, and Zenith’s head of investment across Brisbane and Melbourne, Jo Fawkner.
“The Boomtown committee sees education as critical for media agencies and marketers to not only understand the potential of regional advertising but also to understand the regional audience and have the knowledge and tools to plan and buy regional media,” added Boomtown’s chair and Southern Cross Austereo chief sales officer, Brian Gallagher.
“We have developed a strong syllabus that really offers a good insight into regional media audiences and the landscape. We will also have Boomtown representatives sharing their knowledge and looking at the future of regional media.”
Two virtual masterclasses will be held this year, with the aim of transitioning the program into a face-to-face one next year, depending on government restrictions.
The online masterclasses will be each split across two days, with one running at the end of September and the other at the end of October. For media buyers not part of the NGEN Plus program, Boomtown will also offer free private masterclasses to groups of 20 or more from media agencies or brands.
“When only 10% of national media budgets are spent in regional Australia, despite the fact that 36% of the population lives there, it’s important to engage with media buyers on the opportunity that regional Australia represents for brands,” said the MFA’s CEO, Sophie Madden.
“Boomtown is a great initiative that will no doubt help bridge that knowledge gap for NGENers, and benefit clients and their brands.”
Boomtown’s eight media owner members include: Southern Cross Austereo, Prime Media Group, WIN Network, ACM, Imparja, Grant Broadcasters, News Corp Australia and Ooh Media.
This article was originally published by Mumbrella.