From Lockdown To Boomtown, Regional Australia Is The Place To Be
More tourists, tree changers and job seekers are flocking to regional Australia than ever before, offering significant opportunities for advertisers to connect with audiences as Boomtown regions swell.
The Boomtown collective noted that the nation has experienced a renewed sense of “regionalism” in recent months. Aussies experiencing job loss and a desire to reconnect with family, plus the ability to work from home and a growing motivation to move away from densely populated areas, is driving many to consider relocating to regional areas.
The recently announced Federal Budget provides further stimulus for regional areas across several spending initiatives. Funds have been allocated for regional tourism to drive domestic visitors, as well as investment in community infrastructure and training and education funds to deliver digital services and technologies, according to a news.com.au report.
Regional Australia is home to many and is also a destination not just for domestic tourists, but also for people who are looking to move out of cities or looking for a career change. A recent study reveals that 75% of Australians are planning to travel to regional Australia in the near future, while one in 10 metro Australians are intending to move to a regional area once the pandemic is over.[1]
Affordable regional areas with good infrastructure have recorded a boost in median house prices in the three months to August 2020, according to data from realestate.com.au. This follows an uplift in regional suburb enquiries as Australians seek a lifestyle change amid the health crisis. There has also been a huge spike in renter interest in Australia’s regional and coastal areas between April to August 2020, while popular inner-city regions are losing their appeal.
The continued easing of COVID-19 restrictions, an overwhelming desire to travel during this Christmas and New Year period, and the current halt on international holidays will continue to direct people regionally, with many choosing to visit – and spend – in regional areas.
Retail spending is booming across the country, with money usually spent on international travel being redirected to shopping and regional vacations. Brokers Macquarie and Jefferies estimate that Australian households will save between $61 billion and $65 billion this year on overseas travel.
Retail spending has remained strong with sales conversions up to 15% higher than the past two years, and average transaction value increasing by up to 15%, underpinning double digit retail sales growth. In addition, another survey found that more than half of respondents (57%) are expected to do at least 50% of their Christmas shopping in physical stores and 90% are keen to support local business in the lead up to Christmas.
While Boomtown has always been a powerful opportunity for advertisers to reach 8.8 million people, there are now even more reasons to invest as regional areas benefit from increased visitors and residents.
“As the desire to travel, work and live in Boomtown grows, advertisers are choosing to invest in regional campaigns to grow their own businesses, especially as regional areas benefit from a desire to get out and travel, post lockdown,” Boomtown Chairman and SCA Chief Sales Officer, Brian Gallagher, said.
“In the lead-up to Christmas, the emphasis will be on supporting local, shopping local and visiting local – and regional Australia is set to reap the rewards. Share of voice opportunities for advertisers are high, making it a perfect time to add regional to media plans and reach the huge numbers of Australians choosing to live and travel regionally.”
Prime Media Group Manager Sales and Marketing, Dave Walker, said: “As state borders start to re-open, Australians will be holidaying domestically at record levels this summer and specifically in their favourite regional holiday hotspots. It’s another good reason to invest in Boomtown.”
Please login with linkedin to comment
BoomtownLatest News
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.
Beware The Bad Guy. Billie Eilish Fans Brace Themselves For Scammers
Thought getting Tay Tay tickets was an unimaginable nightmare? Read on as Billie Eilish promoters say hold my beer.
Twilio Names Chris Koehler As CMO
Chris Koehler named as Twilio's CMO. Which may prove a prickly tongue twister after a lengthy open bar tab.
ARN Announces Ad Sales Partnership With The Athletic
Can we slow the rotation of the sun? Because that's the only way we'll fit all these new podcasts into one day.
Burger Wars Continue As Hungry Jack’s Brings Back The Big Jack & Mega Jack
Hungry Jack's' Big Mac ripoff set to return after recent legal win. Still no one racing to clone the Filet-O-Fish.
Diverse Voices, Sustainable Choices: Natalie Dean-Weymark On Why Sustainability Is A Non-Negotiable
Here, Compass Studios' Natalie Dean-Weymark talks diversity in media. It's the human equivalent of the Family Assorted.
New Partnership Between The Sweetshop And The Gardening.Club
Thought you'd be getting tips on aphids & fungus gnats from this Gardening. Club news? Prove yourself totally wrong here.
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.