Boomtown and Thinkerbell debut campaign celebrating regional opportunity

Boomtown has launched a new multi-channel campaign featuring the brand positioning, Population: Unexpected, and created by Thinkerbell.

The new campaign is designed to celebrate and reinforce the opportunity that advertising in regional Australia offers businesses. The campaign aims to bust regional stereotypes and demonstrate how similar the regional population of Australia is to their metro counterparts.

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."

The campaign features a collection of Boomtown residents in their respective regional areas coming together in a series of ads. The film creative is led by Aussie 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.”

Residents starring in the campaign include 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.

Credits:

Creative Agency: Thinkerbell
Production Agency: Red Engine
Director: Husien Alicaj
Photographer: Nicholas Wilson
Boomtown team: Leanne Glamuzina, Madeleine Gregorio