Boomtown, a media collective representing the interests of 9.8 million regional Australians, has launched a new multi-channel campaign titled 'Population: Unexpected' in collaboration with creative agency Thinkerbell.

The campaign aims to highlight the untapped potential of advertising in regional Australia and challenge prevailing stereotypes about regional Australians.

The campaign features a diverse group of regional Australians, with the creative film led by media personality Flex Mami. Boomtown has seen significant growth since the pandemic, with 9.8 million people now residing in regional areas, including many metro millennials. The campaign marks Boomtown's five-year anniversary in the market.

Despite more than a third of the Australian population living in regional areas, only 17% of national media budgets are invested there. The 'Population: Unexpected' campaign aims to spark conversations with media buyers and brands who have not yet considered regional in their media strategies.

The campaign features residents such as Dan and Nico from Lord Coffee Café in Newcastle, drag queen Timberlina, DJ Justin, Gold Coast artist Tal, Geelong actor Yohan, and artist/designer Emily. The campaign was produced by Red Engine, directed by Husien Alicajic, and photographed by Nicholas Wilson.

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 the campaign reminded, educated and excited business and brand owners about the power of advertising in Boomtown.

"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," she said. "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."