Boomtown says regional Australia’s ‘the place to be’ for advertisers in FY25
Boomtown has launched a new campaign this morning, urging brands and agencies to include regional Australia in their FY25 advertising schedules.
It is designed to demonstrate the benefits that come from regional advertising, pinpointing five key reasons.
“The statistics speak for themselves – Boomtown is the place to be for Australian advertisers,” said Boomtown chairman, Brian Gallagher.
“Our latest regional advertising campaign is designed to clearly show why regional Australia should be non-negotiable for brands. The data demonstrates what we’ve known about Boomtown for years – that it represents huge growth and sales opportunities for brands looking to reach a significant market with cash to spend.
“And it’s continuing to grow – migration to regional Australia is at a record high, with metro residents seeking out a ‘tree’ or ‘sea’ change and better lifestyles,” he said.
With 9.6 million Aussies living regionally – almost double the population of New Zealand – the collective’s new campaign reminds advertisers of its huge population. 14 of Australia’s 19 cities are in Boomtown, and most regional Aussies live in these cities or other “urban hubs”.
More than a third of regional household incomes are over $100,000 – another key reason to invest, according to the collective. Boomtown residents enjoy more affordable housing, meaning they have a higher disposable income. According to Boomtown, residents have cash to burn – yet another reason for advertisers to target them.
Regional areas are continuing to grow too, with migration, job opportunities and incomes all increasing.
According to the Boomtown collective, the area represents prime advertising territory for brands, with lower CPMs, uncluttered markets and better cut-through.
“Now is the time for brands and advertisers to leverage this untapped market – as we head towards the end-of-financial-year, agencies and brands nationwide should be including Boomtown in their FY25 plans – and for compelling reasons,” Gallagher concluded.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Hmmm … “14 of Australia’s 19 cities are in Boomtown”.
It’s hard to nail down exactly what qualifies as being in Boomtown, but Melbourne, Sydney, Brisbane, Perth and Adelaide hold the first five cities of “Significant Urban Area” per ABS.
Ergo, the next 14 must be “Boomtown” cities.
However, somehow Canberra mustn’t qualify as a city (8th biggest), nor does Hobart (13th biggest) or Darwin (17th biggest).
Can someone please explain how the Boomtown ranks were determined so as to make that claim.
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BOOOOOOOMTOWN!
Big up to regional media, represent!
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