Boomtown launches regional media education masterclass with MFA’s NGEN PLUS

Boomtown shopping mall

Marketing expert Gaye Steel will facilitate the masterclasses

Boomtown is set to launch a new education initiative in September for media buyers. The initiative is designed to inform the industry with the knowledge and tools to understand and book regional media.

The NGEN PLUS Boomtown Masterclass: Rethink Regional Boomtown education program will include online masterclasses run in collaboration with the Media Federation of Australia (MFA) and NGEN PLUS.

Marketing expert Gaye Steel will facilitate the masterclasses. Steel said the program builds on Boomtown’s industry initiatives and will focus on a deep dive into the importance and benefits of regional advertising within the communications mix, aimed at media agency professionals.

A panel of experts will feature Jeremy Simpson, group general manager – national sales and marketing at Grant Broadcasters; Caroline Hugall, brand strategy and creative excellence from IAG and Jo Fawkner, head of investment at Zenith.

“We are looking for ambitious professionals with three to five years’ experience who want to excel and move up the ranks,” she said. “As well as hearing from regional media industry experts, the interactive sessions are designed to deliver focused insights and industry tips, looking at the regional landscape, geographical and audience profiles, channels and effectiveness and the future for regional. Participants will walk away with specific regional advertising, audience tools, and prizes.”

Boomtown chairman and SCA chief sales officer, Brian Gallagher, said the workshops aimed to blend information with interactive learning, designed to build a solid understanding of regional media.

“The Boomtown committee sees education as critical for media agencies and marketers to not only understand the potential of regional advertising but also to understand the regional audience and have the knowledge and tools to plan and buy regional media. We have developed a strong syllabus that really offers a good insight into regional media audiences and the landscape. We will also have Boomtown representatives sharing their knowledge and looking at the future of regional media.”

MFA CEO, Sophie Madden, said: “The ‘Boomtown Masterclass: Rethink Regional’ program is a great addition to our new NGEN PLUS program. When only 10% of national media budgets are spent in regional Australia, despite the fact that 36% of the population lives there, it’s important to engage with media buyers on the opportunity that regional Australia represents for brands. Boomtown is a great initiative that will no doubt help bridge that knowledge gap for NGENers, and benefit clients and their brands.”

There will be two online masterclasses held in 2020 with each masterclass being divided into two parts over two days at the end of September and end of October. To register for a masterclass, visit the NGEN events page.

For non-NGEN members, Boomtown will also offer free private masterclasses to 20 or more colleagues from media buyers and marketers at

Boomtown plans to bring these masterclasses into a face to face format in 2021, pending evolving government guidelines.

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