Regional media owners unite to attract more media agency dollars

Media owners operating in regional Australia have pitched themselves to media agency big wigs and buyers, with a campaign and event to frame regional Australia as an affluent, influential and aspirational market they should be trying to reach.

During the launch event in Sydney, the collective known as Boomtown – a collaboration between Southern Cross Austereo, Win, Prime Media Group, Australian Community Media, Imparja and Grant Broadcasters – said 36% of Australians live in the regions, but they only attracts 10% of media agency budgets.

The Boomtown Committee

The groups have formulated a multimillion-dollar trade marketing campaign in a bid to turnaround the statistics. Creative for the campaign was conducted by Ralph Van Dijk’s Eardrum, while Group M’s Wavemaker will place the media.