Category: Uncategorized

BIG BRANDS, LITTLE CITIES.
The media multiplier brands are missing out on

BIG BRANDS, LITTLE CITIES.
The media multiplier brands are missing out on

It’s always baffled me why investing in regional media is a topic worth talking about in 2024, let alone penning an opinion piece…yet here we are. Whilst more and more brands are beginning to include regional Australians in their marketing efforts the investment-to-opportunity gap remains woefully wide. In fact the latest Boomtown report shows regional […]

“2024 will be the year of local media platforms’ creating impact and awareness”

“2024 will be the year of local media platforms’ creating impact and awareness”

I penned a few thoughts late last year on the impact of data and privacy regulations on advertising and media. It’s an important topic and so I’m sharing a summarised version here in case you missed the original. 2024 will be no less disruptive than 2023. Efficiency and effectiveness will be the key themes, driven […]

Boomtown Swipes Right On Ground-Breaking Tinder Campaign

Boomtown Swipes Right On Ground-Breaking Tinder Campaign

The Big Rainbow Project, which was delivered during the recent Pride Season, including the World Pride festival, gave Tinder its best-ever brand-perception results in Australia and helped the business connect with regional LGBTQIA+ audiences. Tinder used unique insights about regional Australians’ desire for connection to create an innovative, dynamic campaign that encouraged the Gen Z […]

Mediaweek’s A-to-Z of 2023: U is for underserved audiences – regional markets

Mediaweek’s A-to-Z of 2023: U is for underserved audiences – regional markets

Boomtown is one of the largest and fastest-growing markets nationally and comprises nearly 40% of the overall population. Goodbye metro cities, hello Boomtown – the nationwide tree and sea change is on, and there’s no sign of it slowing down. The era of regional living has been dawning since the pandemic, when many Aussies seized […]

Why hordes of people are fleeing Sydney and not looking back

Why hordes of people are fleeing Sydney and not looking back

Despite its famous beaches, great climate and world-class restaurants, huge numbers of people are quitting Sydney for one big reason. Living in Sydney has become a financial nightmare and the ever-rising cost of housing, food and bills is forcing more and more people to call the city quits, new data shows. Removalist comparison website Muval […]

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps

Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]

Perspective – The year the abilities of media experts and ad technologists merge

Perspective – The year the abilities of media experts and ad technologists merge

2023 was a year of kinetic disruption. In the ad markets, the year defied all efforts to budget and forecast with accuracy. From the economic impacts of global unrest, rising interest rates driving domestic inflation (to replace the supply chain issues from the previous year) to specific ad industry issues such as the release of […]

Boomtown’s Brian Gallagher On Advertising To Regional Australia: “Why Don’t I Deserve To Be Advertised To?”

Boomtown’s Brian Gallagher On Advertising To Regional Australia: “Why Don’t I Deserve To Be Advertised To?”

In a world where advertising is decided by data, impressions and attention, it would make sense to start here when arguing the absurdity of our industry’s metro-centric view of advertising. Yet, whilst the numbers do indeed tell a story about just how important it is to advertise to regional Australia, it is Boomtown Chair’s Brian […]

AdNews Agency Of The Year Awards 2023: Finalists Revealed

AdNews Agency Of The Year Awards 2023: Finalists Revealed

The AdNews Agency Of The Year Award 2023 finalists have been revealed. The awards, with Samsung Ads as presenting partner, were judged by senior marketers and CMOs from across Australia. Read their insights into this year’s submissions here. The winners will be announced at a long lunch ceremony on February 22, 2024. The lunch will […]

Belong’s Boomtown blitz: Regional advertising drives brand growth

Belong’s Boomtown blitz: Regional advertising drives brand growth

Mobile and internet service provider, Belong, says it has experienced a significant boost from its inaugural Boomtown campaign, leading to a strategic shift towards regional advertising. The campaign, which was rolled out in eight regional markets including Cairns, Newcastle, Wollongong, and Darwin, aimed to drive sales, brand awareness, and share of voice. The results have […]

B&T Awards The Work: Broaden Your Horizons With These Regional Campaign Finalists

B&T Awards The Work: Broaden Your Horizons With These Regional Campaign Finalists

Forever has the flow of people been from the town to the city, from the country to the metro. Enter one pesky virus, and all of a sudden that’s been turned on its head. Suddenly we realised life was better beyond the big smoke and disposable incomes are healthier as well. No wonder we call […]

Boomtown appoints new marketing lead; latest research shows regional audiences remaining upbeat and ready to spend

Boomtown appoints new marketing lead; latest research shows regional audiences remaining upbeat and ready to spend

A new marketing leader has been recruited by regional media collective, Boomtown, following the departure of current marketing lead, Prue Tehan. Regional marketing and advertising initiative, Boomtown, has brought on former Koala and Athena lead marketer, Leanne Glamuzina, as its new marketing lead. She takes up the reins from early November and replaces current marketing […]

New Mood Monitor research reveals Australians are ready to spend on travel over mortgages

New Mood Monitor research reveals Australians are ready to spend on travel over mortgages

According to the latest data, Boomtown remains resilient and upbeat, despite rising cost-of-living pressures New research from Boomtown has revealed the similarities and differences between metro and regional Australians when it comes to sentiment and spending. The study has found regional Australians are feeling happier and generally more positive about life than city dwellers, despite the […]

Suncorp Group and AAMI win with Boomtown ad campaigns

Suncorp Group and AAMI win with Boomtown ad campaigns

The Suncorp Group and AAMI’s regional advertising campaigns have generated significant results, according to the insurance and banking group. The announcement: National insurance and banking company, Suncorp Group, has notched up significant results from its investment in advertising in regional Australia, pairing clever creative with audience insights for a sizeable lift in brand consideration, sentiment, […]

‘Gone bush’ – former PM’s Hawke’s Brewing blitz in country newspapers drives 16% growth against 11% premium category decline; metro ad buyers, marketers miss the trick as younger set head for the sticks

‘Gone bush’ – former PM’s Hawke’s Brewing blitz in country newspapers drives 16% growth against 11% premium category decline; metro ad buyers, marketers miss the trick as younger set head for the sticks

The larrikin, former Prime Minister Bob Hawke, who passed in 2019, would have downed a few pints and shouted a few more to this one: Hawke’s Brewing Co, with an established foothold in Eastern metro markets as a loveable premium challenger brand, had a blind spot – rural Australia. The beer company he helped establish […]

IMAA launches Regional101 education module as part of its Academy

IMAA launches Regional101 education module as part of its Academy

Sam Buchanan: “Regional media buying is an important area of education for agencies and marketers nationwide” Independent Media Agencies of Australia (IMAA) has launched Regional101 – a deep-dive into the regional media landscape as part of its IMAA Academy education program. The e-learning module is the latest course in the IMAA Academy’s eight-part education program and is a collaboration between the association and Boomtown […]

Boomtown teams with top marketers for ‘Untapped and Uncapped’ campaign

Boomtown teams with top marketers for ‘Untapped and Uncapped’ campaign

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 […]

Boomtown appoints Brian Gallagher as independent chair

Boomtown appoints Brian Gallagher as independent chair

Brian Gallagher, former chief sales officer at SCA, has been appointed as Boomtown’s independent chair. Gallagher has served as chairman since Boomtown launched in 2019 and, as independent chair, will provide continued strategic guidance and alignment to Boomtown’s marketing and education efforts, contribute to marketing activity, and collaborate with relevant industry bodies, among other activities. […]

C7EVEN Communications director Adam Arndell on championing its regional and rural clients

C7EVEN Communications director Adam Arndell on championing its regional and rural clients

The agency’s director Adam Arndell spoke to Mediaweek about its recent exceptional growth and being a leader in the niche space C7EVEN Communications was launched by Adam Arndell and his business partner Sarah Crowe in July 2015. The duo saw an opportunity in the marketplace for a specialist marketing and communications agency that focused wholeheartedly […]

Boomtown’s City Spotlight Series Highlights Upcoming Regional Hubs

Boomtown’s City Spotlight Series Highlights Upcoming Regional Hubs

New reports from Boomtown has revealed Australian regional cities are experiencing population and economic growth as people move away from metro areas, leading to a new spotlight series. Launching today, Boomtown’s ‘City Spotlight’ series places the spotlight on nine key regional hubs that are experiencing a renaissance as Australians continue to embrace sea and tree […]

Regional is Booming At This Year’s B&T Awards!

Regional is Booming At This Year’s B&T Awards!

Regional business is booming, ladies and gentlemen! In fact, Boomtown currently represents a seriously substantial 9.1 million people living in regional Australia. That’s 36 per cent of our population, or if you prefer, almost TWO New Zealands! Boomtown is an Australian-first media collaboration of major regional media owners – SCA, WIN Network, Seven, ARN, ACM, Imparja, News […]

Boomtown’s Masterclass on the regional media landscape

Boomtown’s Masterclass on the regional media landscape

Boomtown’s National Virtual Masterclass on Thursday will see panellists Emily Moss (Commercial Director, Canberra FM Radio) and Philippa Moig (Business Director, OMD) sharing their tips, hints and real-life examples on how to best connect brands with regional audiences. The Masterclass, a series of 90-minute virtual sessions facilitated by marketing expert Gaye Steel (AANA) that kicked […]

Boomtown’s Brian Gallagher on the changed narrative of regional Australia

Boomtown’s Brian Gallagher on the changed narrative of regional Australia

Gallagher also talks about the importance of the IMAA and the consolidation of the market With Australia beginning to open up again following the Covid-19 pandemic, Boomtown, the million-dollar regional trade marketing campaign, believes it is in a good position to drive even more ad spend into regional Australia, Mediaweek caught up with Boomtown chairman and […]

Boomtown’s San Remo case study shows that regional media delivers outcomes

Boomtown’s San Remo case study shows that regional media delivers outcomes

Boomtown’s campaign results for pasta brand San Remo have demonstrated the power of regional media. The announcement: A multi-platform Boomtown campaign has delivered exceptional results for leading Australian pasta brand San Remo, demonstrating the power of regional media to boost brand awareness and sales. In one of the most comprehensive cross-media case studies released by […]

Don’t miss any of the action.

The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to connect powerfully with an extra 9.6 million regional Australians.

Compelling insights, handy tools and resources along with the latest news from Boomtown, straight to your inbox.

Boomtown News

Don’t miss any of the action. The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.6 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.

Don’t miss any of the action.
The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.6 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.