MEDIA REACH

Regional Radio Advertising

The DIF2019 radio campaign reached a potential 600k listeners across regional Victoria. A targeted budget saw total market value delivering a 2 : 1 return on investment. Over the two weeks of the Festival 276 ads ran across 12 local radio stations in 10 regional centres. As the largest markets, Ballarat and Geelong had two stations each to reach different audience demographics. [38]

[38] Radio Stations advertising DIF2019

Press Coverage

Traditional media engagement was driven by the event hosts as they reached out to their target audiences through appropriate channels. Regional newspapers actively covered local events in the lead up to, during and post the Festival which shows the interest of DIF. ABC Mildura covered the GamEd Sunraysia workshop interviewing Phoebe Watson, Game Developer and Game Design student at RMIT and David Parkin from Luggarah courtesy of by Jennifer Douglas. [39]

“People living in regional Victoria often have less positive digital experiences to those in the city which is why we’re investing significantly to fix the digital divide by using technology to lift and transform regional industries and communities – and the Digital Innovation Festival is an important part of this.” Minister for Regional Development, Jaclyn Symes