Boomtown has appointed Lucia Elliott as its new marketing lead.
Elliott brings more than 20 years’ experience as a marketer, and has spent the past seven years running her own marketing consultancy, Creighton Ward.
In her new role at Boomtown, which was launched to boost advertising investment in regional media, Elliott is responsible for leading marketing as Boomtown seeks to change advertiser and agency perceptions of regional Australia.
“Regional Australia is truly at an inflection point this year, as 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,” says Boomtown chair and Southern Cross Austereo chief sales officer Brian Gallagher.
“In addition, domestic travel to regional Australia is booming, as people rediscover their love for our 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.”
Elliot has also previously worked as a marketing director at NewsMediaWorks, helping launch the industry’s new measurement currency Enhanced Media Metrics Australia (emma). She has also worked in agencies including George Patterson Partners, Mojo, The Campaign Palace on blue chip brands including Coca-Cola, Unilever, Nestle and KFC.
Elliott joins Boomtown as it launches its expanded education masterclasses for media agencies and marketers, which will include national online and face-to-face sessions, and the launch of the Boomtown Hub, designed to make planning of regional media easier.
“I became particularly engaged with and attached to regional markets during my time visiting 30+ news media sites - from Bundaberg and Burnie to Bunbury and back - on the annual roadshows at NewsMediaWorks,” Elliott says.
“So 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.”
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