Boomtown names Lucia Elliott as its new marketing lead

Lucia Elliott, who has run her own marketing consultancy Creighton Ward for the last seven years, has been appointed as marketing lead at regional advertising collective,  Boomtown.

Boomtown chairman and SCA chief sales officer Brian Gallagher announced that Elliott will join the regional media owner collective, bringing 20 years of experience in agencies and as a marketer.

Lucia Elliott

In her role as marketing lead, Elliott will oversee Boomtown’s marketing as the collective aims to change advertiser and agency perceptions of regional Australia, and ultimately, attract advertiser dollars to the area.

She joins Boomtown shortly after it launched expanded education masterclasses for agencies and marketers, run in partnership with the Media Federation of Australia (MFA) and NGEN. Boomtown will also soon launch Boomtown Hub, designed to make planning of regional media easier.

During her time running Creighton Ward, Elliott led the marketing and events program for Sydney Airport’s successful SYD100 Centenary.

Prior to that she was marketing director at NewsMediaWorks, while she has also led the Commercial (TV) Producers Council, launched Fairfax’s inaugural The Australian Financial Review Business Summit, and worked in agencies including George Patterson Partners, Mojo and The Campaign Palace.

Of her appointment, Elliott said; “I became particularly engaged with and attached to regional markets during my time visiting 30+ news media sites – from Bundaberg and Burnie to Bunbury and back – on the annual roadshows at NewsMediaWorks.

“So the chance to take the much loved and highly respected Boomtown brand to the next level at such an exciting time for regional media, was an opportunity too good to miss.”

Gallagher said Elliott’s experience will be invaluable for the Boomtown team.

“Regional Australia is truly at an inflection point this year, as the pandemic has resulted in many people reassessing their lives and deciding to migrate to a sea or tree change as ‘work from anywhere’ becomes the norm. In addition, domestic travel to regional Australia is booming, as people rediscover their love for our diverse regions. 

“This coupled with the 8.8 million – and rising – Australians living and working in regional Australia, is a perfect time for advertisers to take advantage of this lucrative audience. Lucia will lead our marketing activities as Boomtown launches into a busy and exciting 2021 and her wealth of client and agency experience will be invaluable to our team.” 

Boomtown was launched in 2019 as a media collective aiming to highlight the benefits of regional advertising in Australia, and seeks to redress the fact that only 10% of national media budgets are spent regionally, despite 36% of the country’s population living there.

Boomtown’s eight media owner members are Australian Community Media, Grant Broadcasters, Imparja, News Corp Australia, Ooh Media, Prime Media Group, Southern Cross Austereo and WIN Network.


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