Boomtown to launch regional media insights portal and media agency education program

Australia’s regional advertising collaboration, Boomtown, is preparing for the ease of the COVID-19 restrictions with the launch of a new regional media insights portal and a media agency education program in partnership with the Media Federation of Australia (MFA) and NGEN.

Boomtown hopes the end of the restrictions will offer new opportunities for advertisers to connect with audiences, as regional towns are anticipated to see an influx of domestic travellers who are eager to spend their money supporting the local economy.

The industry portal offers agencies a one-stop platform to locate regional media coverage areas of the Boomtown media owners along with category insights. Customised searches can also be briefed to Boomtown media owners through the platform. It aims to ease the process of booking of Boomtown media by offering all relevant information in a single platform.

According to national research conducted by the Tourism and Transport Forum found almost two in five people were planning to travel within their own state in the next two months, growing to almost two thirds within the next six months. Three in four expected to maintain or increase their travel spending despite COVID-19.

Boomtown chairman and Southern Cross Austereo chief sales officer Brian Gallagher said advertisers are beginning to spend again after the pandemic.

“As restrictions ease and Australians are able to travel within their own states and territories, we are seeing advertisers concurrently starting to ramp up activity to coincide with anticipated metro and regional consumer spending increases,” Gallagher said.

“Several studies have indicated that Australians want to support local businesses and locally made products and regional Australia will benefit from that. Share of voice opportunities for advertisers are high making it a perfect time to add regional to media plans and reach an extra 36% of Australians.”

Boomtown’s industry education program is aimed at young media buyers, seeking to arm them with the knowledge and tools to book regional media. It will include masterclasses run in collaboration with the MFA and NGEN called NGEN PLUS Boomtown Masterclass: Rethink Regional. Dates will be announced soon.

“The Boomtown committee sees education as critical for media agencies to not only understand the potential of regional advertising but also to understand the regional audience and have the knowledge and tools to plan and buy regional media. Boomtown has developed a strong syllabus that really offers a good insight into regional media audiences and the landscape. We will have Boomtown representatives sharing their knowledge and looking at the future of regional media,” TRSN group general manager – national sales and marketing, Jeremy Simpson, said.


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