Boomtown has launched its first advisory council session for the inaugural cohort of Boomtown Insiders in Newcastle, New South Wales.
The session marks a collective effort to promote regional media across Australia, bringing together emerging talent from various companies.
Participants in the event included representatives from Afterpay, Atomic 212, Enigma, Nine, Ptarmigan Media, Sanctuary Media, SCA, and Starcom. The two-day agenda featured a surprise visit from Ben Gillies of Silverchair and Jackie Gillies, a mindset coach and reality television star.
The event included a masterclass by Wade Kingsley of The Creative Coach, alongside interactive panel discussions. Matthew Hann and Inspiration Paints CMO, Joel Goodsir led a discussion focused on regional marketing strategies, highlighting the importance of tailored approaches for regional audiences.
Matthew Hann, Senior Marketing Manager at Reflections Holidays, emphasised the significance of regional markets for their brand. “Regional is Reflections Holidays’ biggest market, which gives us a real opportunity to create meaningful impact as a leading brand in those communities. We have seen time and again that going beyond traditional advertising and investing in local activations and community partnerships delivers strong results. Supporting regional communities in a genuine way is not just strategy for us, it is fundamental to how we operate.”
Hann further stated, “It was really enjoyable to share that practical experience with the Insiders and see their appetite to think differently. They were curious about how to tailor activity specifically for regional audiences rather than simply adapting metro campaigns – and that’s where the real impact is.”
Goodsir shared insights on the company’s approach to regional media. “We take an empathy-led, member and franchisee-driven approach to everything we do. Around 55% of our stores are based in regional communities. We were born in regional Australia before expanding into metro, so we have a foot firmly in both markets and genuinely value operating across each. Regional media has therefore always been a no-brainer for us and, in some markets as a result, store awareness is reaching as high as 80 per cent.”
Goodsir added, “It was great to share those insights with the Insiders and see how engaged they were. What really impressed me was how quickly they translated the data into practical campaign thinking. They asked thoughtful questions, challenged assumptions and left with a strong understanding that regional is not an afterthought, it is a powerful growth driver when approached strategically.”
Andrew ‘Billy’ Baxter, Chairman at Boomtown, expressed satisfaction with the session’s outcomes. “The group showed immense curiosity, energy and collaborative spirit, engaging deeply with the sessions and with each other. These rising talents are already demonstrating how they will champion regional media in their agencies and workplaces across the industry.”
Zoe Gothard, an Insiders member and Sales Executive at Nine, shared her experience of the session. “The session was an incredible deep dive into markets that are often misunderstood. It really highlighted the ‘population unexpected’ within regional Australia, completely challenging my misconceptions about the scale and nature of regional growth. Seeing the data on how these areas are evolving was a huge takeaway.”
Gothard also noted the value of hearing from industry leaders. “Hearing directly from industry leaders like Matt Hann, Joel Goodsir, Darius Winterfield, and Jase Allen gave me a much clearer toolkit for bridging the gap between metro strategies and the massive opportunities in regional Australia. I’ve come away with fresh perspectives and a lot of excitement for what’s next.”
Boomtown represents over one third of the Australian population living outside the five metro capitals. Its media owner members include SCA, WIN, Seven, ARN, ACM, Nine NBN, 10 Regional, News Corp Australia, and Imparja. The Boomtown Insiders will continue to meet throughout 2026 for various sessions and events.