Boomtown recruits new marketing lead

Boomtown has brought on a new marketing lead tasked with driving the regional media owner collaborative’s presence and connection with advertisers.

Lucia Elliott has 20 years’ experience in the industry and has spent the past seven years running her own marketing consultancy, Creighton Ward. Her work has included spearheading the marketing and events program for Sydney Airport’s SYD200 centenary, as well as launching the Enhanced Media Metrics Australia (emma) measurement system for NewsMediaWorks and leading the Commercial (TV) Producers Council, helping it double its membership base in the past year.

Elliott’s resume also includes working with across several agencies including George Patterson Partners, Mojo and The Campaign Palace on accounts from Coca-Cola to Unilever, Nestle, ACP Magazines and Nine Network.

Credit: Boomtown

At Boomtown, Elliott will be tasked with helping the regional media promotional group to help attract advertising dollars supporting products that address 8.8 million regional Australians. Her appointment also comes as Boomtown debuts its expanded online masterclass program aimed at media agencies and marketers to include face-to-face sessions nationally as well as virtual engagement. The masterclasses are being run in partnership with the Media Federation of Australia and NGEN.

In addition, the group is in the process of launching Boomtown Hub as a planning tool aimed at helping make it easier to invest in regional media buys.

The appointment commences immediately. Elliott said she had been particularly engaged with and attached to regional markets on annual roadshows run while working with NewsMediaWorks.

“The chance to take the much loved and highly respected Boomtown brand to the next level at such an exciting time for regional media was an opportunity too good to miss,” she said.

Boomtown chairman and Southern Cross Austereo chief sales officer, Brian Gallagher, said regional Australia was at an inflection point in 2021 thanks to the unprecedented circumstances experienced in 2020 off the back of the COVID-19 global pandemic.

“The pandemic has resulted in many people reassessing their lives and deciding 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 diverse regions.

“This, coupled with the 8.8 million - and rising - Australians living and working in regional Australia, is a perfect time for advertisers to take advantage of this lucrative audience. Lucia will lead our marketing activities as Boomtown launches into a busy and exciting 2021 and her wealth of client and agency experience will be invaluable to our team.”

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