Boomtown has unveiled its ‘Untapped and Uncapped’ campaign, which taps into the country’s top marketers to reveal the benefits of brands advertising to regional Australians and to rally the nation’s marketers to put regional media buying on their planning agendas.
A key element of the campaign saw Boomtown interview seven CMOs for an in-depth case study series, which explores their experience and success with advertising regionally.
The marketers featured in the campaign include: Mim Haysom (executive general manager, brand and marketing, Suncorp Group), Jenni Dill (CMO,Arnott’s), Clinton Hearne (global head of marketing, Flight Centre), Lara Thom (CMO, Guzman y Gomez), Kristen Hardeman (country director, Tinder Australia), Aaliah Eggins-Bryson (head of product & marketing, Belong) and Pete Chapman (CMO, Reflections Holiday Parks).
The campaign also includes the launch of an e-book, Untapped and Uncapped: Seven Lessons in Marketing to Regional Australia, which was born from case study learnings and a roundtable discussion with key marketers around the common challenges, insights and successful approaches to regional audiences.
The roundtable lunch was attended by more than a dozen marketing leaders spanning industries from FMCG to retail, insurance, financial services, QSR, technology and media, offering peer-to-peer discussion around regional marketing.
Nikki Clarkson (SCA CMO) and Melissa Hopkins (Seven Network CMO) also attended as representatives of the Boomtown collective.
Boomtown chairman, Brian Gallagher, said the ‘Untapped and Uncapped’ campaign represented the next phase of the collective’s industry engagement.
“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,” he said.
Gallagher said Boomtown 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," he said.
"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."
Content for the campaign was developed in partnership with experienced business journalist and former editor of CMO Magazine, Nadia Cameron. Creative was developed by Redhanded. The trade campaign will run throughout the year.
To view the case study videos or download the e-book, click here.
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