Boomtown has launched its multi-platform ‘Untapped and Uncapped’ campaign, featuring a number of the country’s top marketers touting the benefit of regional media buying.
The campaign is aimed at marketers and media agency strategists, and features an instructive video series, and the launch of a free e-book: Untapped and Uncapped: Seven Lessons in Marketing to Regional Australia (which can be downloaded here).
Boomtown interviewed seven marketing leaders for the case study video series:
- Mim Haysom (Executive General Manager, Brand and Marketing, Suncorp Group)
- Jenni Dill (Chief Marketing Officer, Arnott’s)
- Clinton Hearne (Global Head of Marketing, Flight Centre)
- Lara Thom (Chief Marketing Officer, Guzman y Gomez)
- Kristen Hardeman (Country Director, Tinder Australia)
- Aaliah Eggins-Bryson (Head of Product & Marketing, Belong)
- Pete Chapman (Chief Marketing Officer, Reflections Holiday Parks)
“After five years in-market promoting regional advertising to a largely media-focused audience with a focus on Boomtown’s prosperous residents, now it’s time to build on that with proof and key learnings from some of Australia’s most successful marketers, tapping into their unrivaled expertise when it comes to generating growth for their brands via the power of regional media,” Boomtown’s recently appointed independent chairman, Brian Gallagher, said of the new campaign.
“We want the nation’s marketers to understand and appreciate that regional Australia is an untapped market, with uncapped potential.
“We know that more than a third of Australians live in regional areas and the pandemic amplified the counterurbanisation trend, with metro to regional migration still up 33% on pre-COVID levels.
“What’s more, the largest proportion of these movers are millennials, creating a spiral of success in these regional hubs. It just shows regional Australia is a booming region that is still being underutilised by marketers.
“The ‘Untapped and Uncapped’ campaign is designed to help overcome the challenges to regional media buying, particularly concerns about value and planning, by sharing stories from some of Australia’s most effective marketers, with a focus on their thinking and strategies around buying and the way regional media and audiences can be used.”
The trade campaign will run throughout the year.