Boomtown has opened registrations for its next Masterclass, which will feature insights from leading brand marketers and agencies on the benefits of regional advertising.
Participants will hear from an expert panel of senior marketers, including Lauren Dawber, senior director – media, operations and performance for Optus, Robert Maxwell, head of investment for The Speed Agency, and Manelle Merhi, general manager – marketing and customer experience for Kennards.
The panel, to be moderated by founder of The Ideas Business Wade Kingsley, will discuss how the regional Australian population, a third of the country’s population, has delivered results for their brands and their perspectives on regional audiences.
Brian Gallagher, Boomtown chairman, said: “Our latest Masterclass is an opportunity to continue 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 the incredible opportunities in Boomtown and why it’s such a critical market for national brands and advertisers.
“Through this campaign and our Masterclass series, 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.”
Population: Unexpected – developed with Thinkerbell and launched last week – is designed to celebrate regional Australia’s innovation, diversity, and economic contributions, while reminding agencies and businesses of the unmatched advertising opportunities in Boomtown.
Since 2020, the Masterclasses have trained thousands of Australian media, marketing, and advertising executives on the power of regional media. Just 17% of national media budgets are invested in regional Australia.
The winter Masterclass—the latest in Boomtown’s education series—will be held online on Thursday 4 July from 10am to 11:30 am AEST.