The Rise of Regional Australia

In recent years, regional Australia has seen a remarkable shift in population dynamics. Australians are increasingly embracing the lifestyle and opportunities that regional towns and cities offer, with 27.2% more people moving from capital cities to regional areas than the other way around.[1]

This trend is reshaping communities across the country, creating vibrant local economies and making regional areas more attractive than ever for businesses aiming to expand their reach.

As regional communities grow and diversify, they’re becoming hubs of economic activity and cultural engagement. Key areas like the Sunshine Coast, Newcastle, and Townsville are seeing an influx of new residents and businesses. The Regional Australia Institute (RAI) projects that these areas will play a critical role in driving the nation’s economic future, offering the amenities of urban living alongside a strong sense of community and quality of life. For businesses, this shift represents a chance to connect with audiences eager to engage with new brands.

The Appeal of Regional Advertising
Advertising in regional areas presents unique advantages for brands seeking to establish strong community connections:

1. Population Growth and Economic Development
Regional centres are becoming increasingly diverse, and their growing economies present valuable opportunities for businesses. Cities like Geelong and Toowoomba now offer the benefits of urban living while retaining their regional charm, making them ideal places for brands to build lasting relationships with new and established residents.

2. Higher Visibility with Less Saturation
Regional areas generally have fewer competing ads than capital cities, allowing brands to stand out and gain better visibility. This less-crowded environment offers a unique advantage for advertising, as audiences can engage more directly with the brands they encounter.

3. Reaching Tourists and Seasonal Audiences
Regional tourist hotspots like Cairns and Hobart attract millions of visitors, creating valuable advertising opportunities for brands looking to expand their reach. Seasonal visitors and tourists provide additional audience segments, offering brands the chance to connect with consumers in unique and memorable ways.

4. The Rise of Out-of-Home (OOH) Advertising
Out-of-home (OOH) advertising is growing rapidly, with 2024 seeing record spending increases. Research shows that OOH is trusted by consumers, prompting 65% to take actions like visiting a store or website after seeing an ad.[2] This constant visibility and credibility make OOH especially effective in regional areas, where it reaches audiences broadly and reinforces brand recall.[3]

GoTransit’s Regional Network
With a network spanning Australia’s top 15 regional cities—including Gold Coast, Albury, and Ballarat—GoTransit connects brands with engaged audiences through impactful advertising formats like bus and taxi wraps. Research shows that transit advertising consistently captures attention, with 83% of commuters reporting they see bus ads regularly on weekdays.[4] This visibility supports businesses in reaching diverse communities, from locals to tourists, across key regional markets. As regional Australia continues to expand, transit advertising stands out as a high-impact, cost-effective option for building brand awareness and trust across broad audiences, establishing brands as trusted choices in essential communities.

Ready to put your brand on the map? Connect with GoTransit today to learn how our OOH advertising solutions can help you reach regional audiences and build brand recognition where it counts. Contact us to explore the best options for your campaign.

References
Regional Movers Index Report June 2024, Regional Institute of Australia
Out-of-Home Advertising Association of America: oaaa.org
Marketing Beat: marketing-beat.co.uk
Contra Vision: contravision.com

By GoTransit 20 November, 2024