The collective representing regional Australia Boomtown has opened registrations for its next Masterclass.
The winter Masterclass will be held online on July 4.
Participants will hear from Lauren Dawber senior director of media, operations and performance for Optus, Robert Maxwell head of investment for independent The Speed Agency, and Manelle Merhi general manager – marketing and customer experience for Kennards.
The panel, to be moderated by Wade Kingsley, will discuss how the regional Australian population, which represents a third of the country’s population, has delivered results for their brands.
Boomtown chairman Brian Gallagher said the latest Masterclass continues to reaffirm what we’ve long known about regional Australia – it is an untapped and uncluttered opportunity for advertisers, and a truly ‘unexpected’ place to live.
“Since our last Masterclass, we’ve launched our Population: Unexpected campaign, which showcases why Boomtown is such a critical market for national brands and advertisers," Gallagher said.
“We want to get people talking about regional Australia as a must-invest opportunity for advertising dollars, and also remind people that regional audiences are younger, wealthier, less worried about the cost-of-living crisis, and more digitally savvy than ever, making them a highly attractive audience for brands.”
Tens of thousands of metro residents have flocked to the regions for the cost of living and lifestyle benefits, with metro millennials leading the charge, but just 17% of national media budgets are invested in regional Australia, meaning brands potentially miss advertising to millions of would-be customers.
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