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 the opportunity to trade city life for (literal) greener pastures.
New data shows increased regional migration was not simply a response to COVID-19, but a lasting change, with Aussies continuing to head to regional for its affordable housing, cheaper cost-of-living, less traffic congestion and stronger community connections.
Regional Australia is also experiencing full employment, offering diverse job prospects across multiple sectors. Last quarter, over 91,000 job opportunities were advertised in regional areas, demonstrating a pronounced demand for skilled workers.
Regional Australia is now home to 9.6 million residents, representing 36% of the overall population. It’s a huge percentage of the nation, presenting an equally huge advertising opportunity for brands.
Promoting the power of regional advertising has been the mission of the Boomtown collective since its launch in 2019. Its vision has been to drive regional advertising spend, in a market where a disproportionate amount of ad dollars have long been invested in metro areas.
Fast forward to 2023, and many brands have now bought into the success of regional advertising, helping to almost double media spend in Boomtown in just four years, now sitting at 17%.
And it makes sense, the regional market is diverse, growing and ready to spend. Regional Aussies have more disposable income than their metro counterparts, due to lower housing prices and cost-of-living pressures, and they’re keen to hear from brands who understand their needs and, importantly, target them accordingly.
Several businesses have already had great success with Boomtown campaigns, notching up record market share and brand awareness. Brands like Arnott’s, Tinder, Suncorp and Belong used regional advertising to great success in 2023 and saw brand sentiment strengthen and sales increase and, in Tinder’s case, delivering the best-ever brand perception results.
The results demonstrate that regional advertising works because of the market conditions. We know Boomtown is one of the largest and fastest-growing markets nationally. It already comprises nearly 40% of the overall population, representing a large share of the nation’s customers. By including regional areas, marketers have the chance to tap into a relatively uncrowded market for deeper cut-through, gaining a competitive advantage and increasing sales.
Additionally, they’re able to maximise their spend – a welcome outcome as many buyers face tighter budgets. In 2024, brands will need to look at cost-effective advertising options, and for many, that will be regional Australia, where there’s greater exposure, a highly engaged audience and a track record for delivering higher ROI.
Success will lie in buying audiences – regardless of where they live. The distinction between metro and regional will become largely redundant and brands will yield results in Boomtown by investing their dollars strategically to unlock opportunities. Tap into the specific wants and needs of regional Australians, target large regional areas like the Gold Coast, Geelong and Newcastle as a starting point, and utliise campaign creative that directly speaks to Boomtown residents.
Next year is set to be a year of opportunity for brands looking to leverage the regional market, particularly given the economic climate and the rapid population migration to Boomtown. Advertisers have a unique chance to harness the regional market and its ability to deliver increased reach and brand growth.
We know regional audiences are ready and waiting to hear from brands – so what are you waiting for?