Townsville was recently hit with the region’s worst weather in more than a century. Three years worth of rain fell in 10 days. Citizens evacuated and at least 20,000 homes were ruined with more than AUS$300 million in damages. As the people and businesses of Townsville struggled with the aftermath of catastrophic floods, I was compelled to do something to give back.

With such a strong presence in Queensland, News Regional Media is known as the voice of the region. We felt it was vital to assist, keep hope alive within the local community, and educate the region about how to navigate these difficult times.

We called on staff and clients of our national sales team to create an informative, inspiring 16-page wrap of Saturday’s Townsville Bulletin. We donated 25% of revenue generated from the wrap to the local community.

Content in the Townsville Bulletin flood relief wrap was created to inspire hope and provide information for members of the community recovering from the devastating event.
Content in the Townsville Bulletin flood relief wrap was created to inspire hope and provide information for members of the community recovering from the devastating event.

It was an overwhelmingly rewarding experience. We are grateful for the warmth and generosity from our 10 contributing clients, the national sales team, and the Townsville Bulletin for all its efforts in this important initiative.

Townsville is Australia’s biggest garrison city, hosting the 3rd and 11th army brigades and a substantial air force presence. One in four residents have a direct connection to the defence force. Townsville is the unofficial capital of northern Australia, boasting a diverse economy that straddles manufacturing, mining, agriculture, and tourism. And it is the world’s headquarters for marine science expertise.

Jenna Cairney, editor of the Townsville Bulletin, said: “As someone who was also personally impacted by the floods, I’m so grateful to my colleagues in the national sales team who took the initiative to call on our clients for help. Collectively, we’ve created something that will give back to our local community in every way, and we thank you. We are so proud of this newspaper wrap, the invaluable information and stories within, and the messages of encouragement from brands around the country. It gives us all a much-needed boost of inspiration to help our local community recover and rebuild from this devastating event.”

Not only did the flood wrap support the Townsville community, it also demonstrated the reach and impact regional media can offer to the 10 national advertisers who participated.
Not only did the flood wrap support the Townsville community, it also demonstrated the reach and impact regional media can offer to the 10 national advertisers who participated.

News Corp clients that supported with full-page and half-page ads for the Townsville flood relief wrap included: Australian Banking Association, Amcal, Bakers Delight, Flight Centre, Jaycar, NAB, RACQ, Suncorp, Westpac, and Woolworths.

Almost half of Australia’s population is living outside of the major metro areas, yet regional media spend is two-thirds lower than a major metro. When national brands such as these take the time to have a conversation with regional Australia, it has a big impact.

Research conducted in 2016 by News Regional Media (NRM) found that 77% of people trust regional news media more than any other. It is powerful and it works. Townsville can attest to that. NRM also offers advertisers extensive reach:

  • 83% reach of people in NRM’s footprint.
  • NRM’s portfolio consists of 64 newspapers and 40 Web sites nationally.
  • NRM engages 4.8 million people each month across print and digital platforms.
  • In Queensland, where 76% of people live in regional areas outside of Brisbane, NRM is the number one choice of regional media.
  • 38% of Australia’s total disposable income comes from regional Australia.

I am proud to work with such dedicated, passionate staff and clients around the country who demonstrated their support in helping the Townsville community rebuild their lives.