F.Y.I.

Boomtown’s ‘Population: Unexpected’ campaign is here

Boomtown has rolled out ‘Population: Unexpected’ – a multi-channel campaign that “is designed to celebrate and reinforce the exponential opportunity that advertising in regional Australia offers businesses”.

The announcement:

Boomtown, the media collective representing the benefits of advertising to 9.8 million* regional Australians, today unveiled a new multi-channel campaign featuring the brand positioning of Population: Unexpected.

The new campaign is designed to celebrate and reinforce the exponential opportunity that advertising in regional Australia offers businesses. The campaign shines a spotlight on how the burgeoning regional population of Australia is innovative, diverse and successful, busting stereotypes and clearly demonstrating how similar they are to their metro counterparts.

With the creative concept developed by Thinkerbell, the new campaign aims to break down long-held misperceptions about regional Australia and its residents, while reaffirming Boomtown’s status as an untapped and uncluttered opportunity for advertisers.

Boomtown has continued to grow since the pandemic, with 9.8 million people now living in the regions with tens of thousands of metro millennials leading the way and flocking to regional Australia. Aussies moving to Boomtown are younger, wealthier, and more digitally connected than ever, making them an attractive audience for brands to reach^.

The campaign features a wide and some would say, unexpected, collection of Boomtown residents who are thriving in their respective regional areas coming together in a series of vibrant and colourful ads. The film creative is led by the inspiring, hilarious and much-loved media personality, Flex Mami.

The campaign comes as Boomtown marks its five-year anniversary in-market.

Boomtown chairman, Brian Gallagher, said: “What Boomtown has achieved over the past five years is nothing short of remarkable. Regional Australia is now firmly on the agenda for brands, with our research showing that 93% of advertisers say regional media is effective in achieving ROI and 88% saying they would consider it in their next campaign**.

“Still, the fact remains that despite more than a third of the Australian population living in regional areas, only 17% of national media budgets are invested there. For brands, it means if you’re not advertising in Boomtown, you’re missing out on more than a third of your potential audience.

“We trust that this campaign will open up conversations with influential media buyers and brands, who have not yet considered regional in their media strategies and encourage them to rethink the significant potential that is waiting for them.”

Boomtown marketing lead, Leanne Glamuzina, said: “Boomtown’s new campaign, reminds, educates and we hope, excites, business and brand owners about the power of advertising in Boomtown, with a creative idea and execution that’s relevant and relatable for marketers and media planners and buyers.

“We arrived at the new positioning ‘Population: Unexpected’ because people living and working in regional areas aren’t what many brands and business owners think they are. The research continues to confirm that regional audiences are similar, if not arguably better, consumers than their metro counterparts.

“Population: Unexpected celebrates the confidence and vibrancy of regional Australia that reinforces why Newcastle gives Newtown a run for its money.”

Residents starring in the campaign include iconic Novocastrians Dan and Nico who run Lord Coffee Café in Newcastle, drag queen Timberlina and DJ Justin, Gold Coast artist Tal, Geelong actor, attorney and former national-level runner Yohan, and artist/designer Emily.

Sources: * Australian Bureau of Statistics (ABS), estimated resident population (ERP) regional Australia as of June 2023 – 9.78 million
** SCA iQ Boomtown Trade Tracker February 2024. N=100.
^ Regional Australia Institute (2023). Regionalisation Ambition: Year 1 Progress Report. Rebalance the Nation. Household Income 2021. Australia Community Profile Profile iD. Nielsen CMV Survey 8, 2023 | National Survey | People 14+. Regional Australia Institute. Regional Movers Index: September 2023 Report.

Campaign credits:

Creative Agency: Thinkerbell

Production Agency: Red Engine

Director: Husien Alicaj

Photographer: Nicholas Wilson

Boomtown team: Leanne Glamuzina, Madeleine Gregorio

Source: Third Avenue Consulting

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