Emilyn Jones. Credit: BYD
Boomtown has lined up BYD's head of media and an SCA insights veteran for its online winter masterclass on June 17.
Emilyn Jones, who leads paid media strategy at electric vehicle maker BYD Australia, and Jasmine Beech, SCA's head of strategic insights and effectiveness, will share their experience in regional advertising at the 90-minute session.
The Ideas Business founder Wade Kingsley will moderate.
The session will draw on the inaugural Boomtown Spend Snapshot, a joint report with CommBank iQ, which found regional Australians contribute $250 billion annually to the national economy and outspend metro consumers across several categories, including auto and fuel, where they account for more than 40% of national spend.
Jones, who has 16 years' experience across client-side marketing and publishers including the Daily Mail, POPSugar and Nine, said regional audiences are central to BYD's strategy.
"As a growing car brand, BYD's strategy is to reach all car-driving Australians, a strategy backed by the 100 (and counting!) dealerships we have opened across the country,” she said.
“Regional audiences inevitably make up a large portion of this market, and it would be short-sighted not to ensure they were a key target within our media plans, particularly when considering their incomes and spending habits.”
BYD launched its Shark 6 vehicle in Broken Hill in 2024 as part of its regional push.
Beech, who joined SCA in 2011 and has held roles including national sales research manager and client insights and effectiveness director, said the Spend Snapshot reframed the case for regional investment.
"The Boomtown Spend Snapshot gave us something genuinely powerful: real transaction data from more than 17 million Australians that shows us the power of brands showing up in the regions," Beech said.
"The masterclass is an opportunity to unpack what that means for planning, and hear directly from a brand like BYD that is already putting it into practice in regional markets."
Boomtown's masterclass series has trained more than 2,000 marketing professionals since launch.
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