The Coronavirus lockdown provided businesses the chance to focus on their company rebrands and refurbs in a bid to exit restrictions with a fresh outlook and appeal. We are one of these businesses.
Previously known as the Regional Billboard Co, we wanted a brand that was down to earth, fun and more reflective of who we are, so we utilised the past few months to completely overhaul the look and feel.
We have more than 3 million cars that drive past our billboards every week, and this is no doubt set to increase as travel restrictions ease. Now we will have a logo that stands out and is memorable.
We didn’t achieve the rebrand alone, we joined forces with Ballarat’s Pepper Brand Managers. Working with a regional agency was imperative, since our policy is to always source our suppliers from regional Victoria. We had already worked with Pepper – who had booked some of our billboards for their clients – we knew the calibre of their work from what they had produced for their campaigns. Outstanding.
Pepper Brand Managers head of media Peter Humphrey said Pepper also wanted to position the billboard company in an upbeat and fresh way. He agreed that the Regional Billboard Co was founded on the pillars of fun, premium, memorable, honest, regional and easy to deal with. So, it was Pepper’s job to ensure the rebrand expressed these values.
Outdoor Advertising is one of the fastest growing advertising mediums in Australia. From 2014 to 2019, revenue grew 89 per cent compared to only 32 per cent for broadcast radio. Comparatively, print and free-to-air television spend both decreased.
We have doubled our business each year since inception and Billboard advertising has never been as relevant as it is now. We expect it to grow significantly over the next six months as more tourists head out in exploration of our beautiful state.
We just had our biggest month ever and it is because businesses are realising the benefits of outdoor advertising. In a world with a lot of clutter, billboards definitely stand out, and as more and more travellers hit the road and metro dwellers make a tree change, reaching one’s target audience in this way is an obvious choice.
We’d like to thank all our advertisers, landlords, friends and family for all their support as we grow and transform the regional outdoor advertising market. We look forward to what the future holds.