Rebrand, Launch, Digital Campaign
The Boomtown brand is an Australian-first collaboration between seven Australian media owners including Southern Cross Austereo, Win and Prime Media Group. Representing over 8.8m residents living in regional Australia, it’s the undeniable home of regional advertising. The problem is most marketers believe that regional simply means rural.
Common Ventures were awarded the task of rebranding and executing digital campaigns for Boomtown through a competitive pitch.
“Regional Australia is a dynamic and energetic place – so the brand needed to reflect that.”
Boomtown represents what the best regional cities have to offer. Great household income, high travel frequency and more disposable cash – plus the population of Melbourne and Sydney combined. But even with all this, marketers fail to see regional advertising as a dependable buy.
We needed a series of campaigns that would relaunch the Boomtown brand to marketers and teach up and coming marketers about the benefits of regional media.
The Boomtown Masterclass
Our rebrand first came to life through the launch of Boomtown Masterclass. The one day class aimed to teach junior and mid-level marketers how to reap the benefits of regional media.
The Boomtown Hub
The Boomtown Hub is a first-of-its-kind tool that gives marketers regional media maps, insights and briefing tools in an instant. To launch the hub, we were tasked to create a digital media campaign that included eDMs, page takeovers and more.
“Boomtown’s calling! The visual approach was adapted to card games, merchandise, and of course – trade advertising.”