Boomtown – Australia’s history-making regional media collective – has announced a massive trade marketing competition, offering $1 million in regional advertising to one national agency or brand in Australia.
The competition is calling on submissions for a media strategy that speaks to 8.8 million regional Australians, and catches the eye of the Boomtown judges – Southern Cross Austereo, WIN Network, Prime Media Group, Australian Community Media, Imparja, Grand Broadcasters and News Corp Australia.
Says Brian Gallagher, chair of the Boomtown committee and Southern Cross Austereo’s chief sales officer: “Competition submission needs to show how their brand would utilise $1 million in advertising across regional TV, radio, press and digital assets of Boomtown media owners.
“The winning submission will form the basis of the media campaign to be funded and executed to an audience which makes us almost 40 percent of Australia’s population, and which generally has a higher discretionary income.
“And with only 10 percent of national media budgets spent in Boomtown, it’s an uncluttered market with so much untapped potential for brands to leverage.
“People living in regional Australia are deeply connected to their local businesses and communities, and trust their local media brands, so this is a massive opportunity for the agency or brand that wins.”
Entrants for the chance to win $1 million in regional advertising, must either be an agency that enters on behalf of a national Australian brand that it officially represents or a national Australian brand.
The submission must focus on the consumer insight and strategic regional media approach. Entrants must identify the business challenge for the client or campaign, the insights that drive the business outcome and the strategy to reach the desired Boomtown target audience, and submit their proposal by midnight 9th September 2019.
Each submission requires detail on the strategic media channel approach, illustrating how the client or brand would utilise $1 million in advertising across TV, radio, press and digital assets courtesy of Boomtown media owners, and how success would be measured.
Five finalists will be chosen by the Boomtown judging panel made up of industry experts on 23 September 2019. Those five finalists will pitch their idea to the judging panel on October 8, and the winner will be announced mid-October.
Says Gallagher: “We hope this competition sparks ideas and inspiration about the huge potential and lucrative opportunities available in regional media and the people living and working in regional Australia. It’s time for our industry to rethink regional advertising.”
The campaign will be promoted heavily across national industry media channels, and through an extensive PR and social media campaign, supported and amplified by all Boomtown media companies.
Committee Chairman: Brian Gallagher
Client Working Group: Francesca Ryan, Sam Woods, Martine McPhail, Daniel Perotti
Production / Campaign Manager: Ana Nasarre
Production Company: Fabric Films
Director: Charlie Fergusson
Executive Producer: Krista Fergusson
Post Production: Fabric Films