The competition developed by Boomtown offering $1 million in regional advertising to a national brand has received an overwhelming number of entries, in an outstanding response to experience first-hand the benefits of advertising to regional Australians.
The competition, announced in July, called for submissions for a media strategy that speaks to 8.8 million regional Australians reached across Boomtown members Southern Cross Austereo (SCA), Prime Media Group, WIN Network, Australian Community Media, Imparja, Grant Broadcasters and News Corp Australia.
Entries have been received from a range of well-known brands and categories, including fast moving consumer goods, pharmaceuticals, insurance, automotive, healthcare, technology and charities.
“The criteria to enter our $1 million Boomtown competition was complex and involved submitting a complete media strategy, so we are thrilled and excited to receive such a high number of entries from some amazing brands,” Boomtown chair and SCA chief sales officer Brian Gallagher said.
“It demonstrates not only that our Boomtown initiative is working to redress the imbalance of advertising investment in regional Australia, but also the desire for brand owners to reach this lucrative and growing market.”
Entry submissions, which closed this week, required media agencies and brand owners to submit a media strategy focusing on the brand’s business challenge, consumer insight and strategic regional media approach across the TV, radio, press and digital assets of Boomtown’s media owners, and how success would be measured.
The competition was promoted extensively via trade media, LinkedIn posts, event sponsorship, an agency promotion and Boomtown microsite.
Phase one of judging with the Boomtown Steering Committee now begins and points will be awarded to each entry on the following criteria: consumer insight, strategy and strategic media/channel approach.
Five finalists will be announced on 23 September and will pitch in person to judges Mark Ritson, Melbourne Business School Adjunct professor of marketing; Nigel Marsh, management consultant, communications specialist and author; and Nikki Clarkson, SCA head of marketing and communication.
The winner will be announced on 11 October.
Media company collective: Southern Cross Austereo, Prime Media Group, WIN Network, Australian Community Media, Imparja, Grant Broadcasters and News Corp Australia
Committee Chairman: Brian Gallagher
Client Working Group: Francesca Ryan, Sam Woods, Martine McPhail, Daniel Perotti
Production / Campaign Manager: Ana Nasarre
Production Company: Fabric Films
Director: Charlie Fergusson
Executive Producer: Krista Fergusson