What you need to know:

• Regional media collective Boomtown has appointed Lucia Elliot as marketing director.
• Elliot led marketing for NewsMediaWorks and launched the industry’s measurement system, Enhanced Media Metrics Australia (emma).
• Elliot has 20 years of marketing experience and has worked with agencies including George Patterson, Mojo and The Campaign Palace.

Boomtown, an industry collective made up of regional media players, has appointed Lucia Elliot as marketing director.

Elliot, a former marketing boss at NewMediaWorks and ad agency exec, is tasked with leading the group's marketing function which aims to channel more brand dollars into regional Australia, home to 8.8m people.

Responsible for the launch of the print media's measurement currency, Enhanced Media Metrics Australia (emma) at NewsMediaWorks, Elliot has also worked at agencies including George Patterson Partners, Mojo and The Campaign Palace. For the past seven years, Elliott has run her own marketing consultancy, Creighton Ward.

Boomtown Chair and SCA Chief Sales Officer, Brian Gallagher, welcomed Elliott to the role - and predicted significant post-Covid growth for the collective.

“Regional Australia is truly at an inflection point this year, as the pandemic has resulted in many people reassessing their lives and  migrating to a sea or tree change as ‘work from anywhere’ becomes the norm," said Gallagher. "In addition, domestic travel to regional Australia is booming, as people rediscover their love for our diverse regions" .