Boomtown
Client
Boomtown
DELIVERABLES
Brand Identity
Art Direction
Illustration
Campaign
Website
Social ads
The Boomtown brand is an Australian-first collaboration between seven Australian media owners including Southern Cross Austereo, Win and Prime Media Group. It represents the 8.8 million residents living in regional Australia, acting as a unified front to show the advertising industry the immense scale and potential of audiences outside the major capital cities.
The challenge
Boomtown faced a persistent perception problem. Most city-based marketers equated "regional" with "rural," assuming these audiences were out of reach or irrelevant to high-growth brands. Because of this bias, they were consistently underestimating the ROI of regional audiences. Our mission was to challenge this mindset and prove that regional advertising is a powerful, modern necessity rather than an afterthought.
The process
To bridge the gap between regional reality and metropolitan perception, we turned Boomtown into a physical place. We moved away from selling standard media placements and instead sold a "journey" to a vibrant, fictional town, brimming with charm and marketing potential. My visual treatment was inspired by vintage Australian postcards, using bold typography, bright hues, and stylized illustrations to create a retro-modern tourism aesthetic. This vibe allowed us to inject some personality and "B2B sass" into the campaign. Every touchpoint, from posters to landing pages, was designed to drive interest in the Boomtown Masterclass, a one-day course teaching them how to effectively reach these audiences.
The impact
The rebrand shifted regional media from the backburner to a primary talking point. By framing data through creative storytelling, the campaign stood out on LinkedIn and inboxes, sparking genuine curiosity among junior and mid-level marketers. The project successfully reframed the conversation around regional reach and ROI, proving that a strong creative identity can make a B2B collective feel human, energetic, and strategically essential.
