Boomtown has created a new marketing director to promote the presence and connection of regional media owners to collaborate with advertisers.
Lucia Elliott has 20 years of industry experience and has led her own marketing consultancy Creighton Ward for the past seven years. Her duties included leading the marketing and events program for the 100th anniversary of SYD200 Airport at Sydney Airport as well as introducing the Enhanced Media Metrics Australia (emma) measurement system for NewsMediaWorks and leading the Commercial (TV) Producers Council for the Number of members in the past year.
Elliott’s resume also includes working with multiple agencies, including George Patterson Partners, Mojo, and The Campaign Palace, for accounts from Coca-Cola to Unilever, Nestle, ACP Magazines, and Nine Network.
Image Credit: Boomtown Lucia Elliott
In Boomtown, Elliott will be tasked with helping the regional media promotion group raise advertising dollars for products that appeal to 8.8 million regional Australians. Her appointment also comes as Boomtown unveils its expanded online masterclass program for media agencies and marketers, which includes both national sessions at the national level and virtual engagement. The master classes are run in collaboration with the Media Federation of Australia and NGEN.
In addition, the group is in the process of introducing Boomtown Hub as a planning tool to facilitate investment in regional media purchases.
The appointment starts immediately. Elliott said she looked specifically at and connected regional markets during annual road shows while working with NewsMediaWorks.
“The chance to take the popular and highly respected Boomtown brand to the next level in such an exciting time for the regional media was too good an opportunity to be missed,” she said.
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Brian Gallagher, Chairman of Boomtown and Chief Sales Officer of Southern Cross Austereo, said regional Australia had reached a turning point in 2021 thanks to the unprecedented circumstances that emerged in 2020 due to the global COVID-19 pandemic.
“The pandemic has resulted in many people rethinking their lives and choosing to migrate to a sea or tree change as ‘work from anywhere’ becomes the norm,” he commented. “In addition, domestic travel to regional Australia is booming as people rediscover their love for different regions.
“Coupled with the 8.8 million – and emerging – Australians who live and work in the Australia region, this is a perfect time for advertisers to capitalize on this lucrative audience. Lucia will lead our marketing efforts as Boomtown starts into a busy and exciting year 2021 and her wealth of client and agency experience will be invaluable to our team. ”
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