When I first joined the Boomtown Insiders cohort, I expected a standard rundown on regional media: reach figures, growth stats, and a neat presentation on why regional Australia matters. What I did not expect was just how much the experience would shift my perspective on how our industry operates and collaborates.
It is remarkably easy to get caught up in the bubble of your day-to-day role and local market dynamics. Stepping into the Boomtown Insider cohort, I had the rare privilege to collaborate with and learn from people across a massive variety of national roles, both on the agency side, client side and within media. Building those national relationships provided a level of exposure and perspective I never thought possible at this stage of my career journey.
That level of connection proved that our industry’s best work happens when we move past transactional interactions and sit down at the same table. By having open, constructive conversations with agency teams, we were able to share valuable insights and discover practical ways to make planning and executing regional campaigns simpler and more efficient for everyone involved.
My biggest practical takeaway from this journey is that engaging regional communities requires us to look beyond simple numbers and place a genuine focus on culture. Regional Australia is rich with diverse communities, each holding deep local pride. When we collaborate early in the planning process with agencies to celebrate those distinct nuances, we build authentic connections that deliver far more impactful business outcomes for clients.
Boomtown’s investment in the next generation of talent is invaluable. By bringing together inspiring regional champions and industry figures, Boomtown facilitated a level of immersive education that you simply cannot replicate anywhere else. From experiencing events like the Cairns Crocodiles festival to learning directly from regional icons like Ben Gillies of Silverchair sharing his Newcastle pride, the program gave us an unforgettable experience. We had the privilege of hearing from industry senior leaders including Joel Goodsir (Chief Marketing Officer at Inspiration Paints), Matthew Hann (Senior Marketing Manager at Reflections Holidays) and Wade Kingsley, seeing how brands lean into regional community identity underscored just how passionate and commercially vital these markets really are. I feel incredibly fortunate to have had the Boomtown team backing us throughout this entire journey. If you ever get the opportunity to participate in a program like this, grab it with both hands. Lean in, embrace the hustle, and soak up every single bit of exposure you can, because it is an experience that will shape your career for years to come