Breaking down misperceptions about regional Australia and its residents.
Media collective Boomtown has unveiled a new multi-channel campaign featuring the brand positioning of Population: Unexpected.
The campaign is designed to celebrate and reinforce the opportunity that advertising in regional Australia offers businesses.
It shines a spotlight on how the burgeoning regional population of Australia is innovative, diverse and successful, busting stereotypes and demonstrating how similar they are to their metro counterparts.
With the creative concept developed by Thinkerbell, the campaign aims to break down long-held misperceptions about regional Australia and its residents, while reaffirming Boomtown’s status as an untapped and uncluttered opportunity for advertisers.
Boomtown has continued to grow since the pandemic, with 9.8 million people now living in the regions with tens of thousands of metro millennials leading the way and flocking to regional Australia.
Australians moving to Boomtown are younger, wealthier, and more digitally connected than ever, making them an attractive audience for brands to reach.
The campaign features a wide collection of Boomtown residents who are thriving in their respective regional areas coming together in a series of vibrant and colourful ads.
The film creative is led by media personality Flex Mami. The campaign comes as Boomtown marks its five-year anniversary in-market.
Boomtown chairman Brian Gallagher said regional Australia is now firmly on the agenda for brands.
"With our research showing that 93% of advertisers say regional media is effective in achieving ROI and 88% saying they would consider it in their next campaign," he said.
“Still, the fact remains that despite more than a third of the Australian population living in regional areas, only 17% of national media budgets are invested there. For brands, it means if you’re not advertising in Boomtown, you’re missing out on more than a third of your potential audience."
Boomtown marketing lead Leanne Glamuzina said Boomtown’s new campaign reminds and educates business and brand owners about the power of advertising in Boomtown, with a creative idea and execution that’s relevant and relatable for marketers and media planners and buyers.
“We arrived at the new positioning Population: Unexpected because people living and working in regional areas aren’t what many brands and business owners think they are," she said.
"The research continues to confirm that regional audiences are similar, if not arguably better, consumers than their metro counterparts. Population: Unexpected celebrates the confidence and vibrancy of regional Australia that reinforces why Newcastle gives Newtown a run for its money.”
Residents starring in the campaign include iconic Novocastrians Dan and Nico who run Lord Coffee Café in Newcastle, drag queen Timberlina and DJ Justin, Gold Coast artist Tal, Geelong actor, attorney and former national-level runner Yohan, and artist/designer Emily.
Credits:
Creative Agency: Thinkerbell
Production Agency: Red Engine
Director: Husein Alićajić
Photographer: Nicholas Wilson
Boomtown team: Leanne Glamuzina, Madeleine Gregorio
