Boomtown, an Australian media collective, has launched a new campaign aimed at snapping brands and agencies into a rethink of regional Australia in their FY25 advertising schedules.

Although posting robust population and economic growth, regional markets remain overlooked and undercooked.

The campaign outlines five key reasons to invest in regional advertising: population, income, spending, growth, and return on investment (ROI).

Boomtown, home to 9.6 million Australians, almost double the population of New Zealand, is an area of significant potential for advertisers. It houses 14 of Australia's 19 cities, and over a third of regional household incomes exceed $100k, indicating a robust consumer market. Residents enjoy a lower cost of living and more affordable housing, contributing to a higher disposable income. The average grocery basket in regional Australia is 6.5% larger than in metro areas, indicating higher spending power.

The region continues to grow with record migration, job opportunities, and rising incomes. An increasing number of millennials are relocating to Boomtown, bringing with them their digital connectivity and wealth. This demographic shift makes the region an attractive audience for brands.

According to Boomtown, 92% of regional media buyers agree that the region delivers strong ROI due to lower cost per thousand impressions (CPMs), less cluttered markets, and better cut-through. Boomtown represents the 9.6 million people living in regional Australia, a number that has continued to grow since the pandemic. The people moving to Boomtown are younger, wealthier, and more digitally connected than ever, making them an attractive audience for brands.

Boomtown's eight Australian media owner members include SCA, WIN, Seven, ARN, ACM, Nine NBN, News Corp Australia, and Imparja. These members reach a significant audience across regional Australia, providing brands with extensive coverage and access to this growing market.

Boomtown Chairman, Brian Gallagher, said: "The statistics speak for themselves - Boomtown is the place to be for Australian advertisers. Our latest regional advertising campaign is designed to clearly show why regional Australia should be non-negotiable for brands. The data demonstrates what we’ve known about Boomtown for years - that it represents huge growth and sales opportunities for brands looking to reach a significant market with cash to spend. And it’s continuing to grow - migration to regional Australia is at a record high, with metro residents seeking out a ‘tree’ or ‘sea’ change and better lifestyles. Now is the time for brands and advertisers to leverage this untapped market - as we head towards the end-of-financial-year, agencies and brands nationwide should be including Boomtown in their FY25 plans – and for compelling reasons."