B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • AFL
  • WPP
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • ARN
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Why Your Brand Should Amplify Its Presence In Regional Victoria & Tasmania
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Partner Content > Why Your Brand Should Amplify Its Presence In Regional Victoria & Tasmania
Partner Content

Why Your Brand Should Amplify Its Presence In Regional Victoria & Tasmania

Staff Writers
Published on: 29th August 2019 at 9:26 AM
Staff Writers
Share
4 Min Read
Aerial view of suburban houses from outer eastern suburb of Ringwood in Melbourne, Australia
SHARE

Did you know regional Victoria houses almost 20 per cent of the state’s population? Or that Tasmania is covered exclusively by regional media?

Why should you care? You should care because if your brand isn’t speaking to the 1.27m regional Victorian dwellers, or the 525,200 people who live in Tasmania, you’re effectively missing out on a whole chunk of potential business. 

It’s also worth noting regional Victoria has one of the highest rates of home ownership, one of the lowest levels of unemployment and is one of the most affordable places to live. This translates into a higher than average disposable income, something advertisers should take heed of.

Tasmania, on the other hand, poses a wealth of business opportunities for advertisers, especially across the commercial TV arena. Commercial TV as a standalone media is above the national average, while subscription TV numbers are low. Another interesting Tasmanian titbit is that Tassie dwellers have a desire to buy Australian-made product and are five per cent more likely to do so than their mainland compatriots.

Victorians have cash to splash while Tasmanians are big on commercial TV…the question thus becomes: how can your brand amplify its regional presence? 

Firstly, don’t dismiss regional towns. 

Ballarat-based creative agency Gasoline Media creative director Graeme Sculley said he believes regional centres are “often dismissed as conservative,” so sometimes brands will put less spend into regional towns.

He added: “Many city dwellers don’t realise the scale of industry in regional areas and the similarities of the consumers.”

Sculley also said there is less competition in regional markets, something brands could better capitalise on, with the ability to augment their advertising dollars another added benefit of increasing their regional presence. 

He noted, however, that it is important to study regional areas “and not employ a ‘blanket’ approach”.

So, how can brands amplify their regional presence? It’s all about embracing traditional media. 

National media agency Regional Media Direct boss Tim Aitken suggested that if brands want to advertise to regional towns across Victoria and Tasmania, they should direct their advertising spend into traditional advertising mediums.

“The TV & radio stations along with the local newspaper provide an important role in the community with a platform for their audiences to access and engage with local content.

“Given that there now many ways to consume content it is really important to understand the loyalty that the community have with their local media provider.”

On whether media agencies and brands are putting enough spend into regional advertising, Aitken said media agencies who do invest their time into understanding the benefits of regional advertising for their clients are going to achieve better results.

He added: “It is also important to understand there are less traditional media platforms in regional areas for their clients to use for their advertising campaigns. 

“Generally, a town or region has two radio stations targeting a different audience, one local paper, the free to air TV stations that operate in metropolitan markets, and limited out-of-home options. 

“This is a real positive for a media agency to identify and target a specific audience with a very cost-efficient media buy for their clients.”

Aitken concluded: “Successful brands are not ignoring regional markets.

“A visionary brand would see regional markets as a fantastic opportunity to drive business growth.”

The Boomtown collective recently announced a massive trade marketing competition, offering $1 million in regional advertising to one national agency or brand in Australia.

Click here for more details. Entries close 9th September.

Ph2_2. Boomtown_B&T_MREC_300x250 FA

Ph2_2. Boomtown_B&T_MREC_300x250 FAScreen Shot 2019-08-30 at 12.44.48 pm

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Boomtown
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

I’ll Never Look At A Potato The Same: BMF’s Award-Winning Big Little Campaign For ALDI
10/07/2025
L-R: Sue Cato, Sally Cray, Adam Ferrier.
Women in Media National Conference Unveils ‘Crisis Comms’ Panel Tackling PR Disasters
10/07/2025
Square Unveils Next Chapter Of ‘Service Still Matters’ Campaign Via Sunday Gravy
10/07/2025
Equality Media + Marketing Wins Gold At 2025 Melbourne Design Awards For Queenstown Precinct
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?