Southern Cross Austereo (SCA), has launched #thisislocal, a new digital content initiative for regional Australia.
The concept of #thisislocal came out of SCA’s Digital Bootcamp and is now up and running and localised in Albury/Wodonga as #thisistheborder and in Townsville as #thisistownsville.
This initiative will see the provision of more locally produced digital content with the initial roll-out to begin with twelve regions in 2016. This new content, which will be held on SCA’s radio station websites, increases its already comprehensive commitment to locally produced content.
SCA’s Brisbane Sales Team, in collaboration with OMD Brisbane, have partnered with Vita Group (one of Australia’s most exciting communications, electronics and ICT providers) to bring this local initiative to life.
Greg Radford, General Manager and Head of Digital at OMD said, “OMD Brisbane is excited to work with SCA in partnership with our client, Vita Group to increase the amount of local digital content available in regional communities. The campaign will also generate strong regional awareness for Vita via both digital activity and social integration across SCA’s extensive regional media portfolio.”
The process – from concept to pilot to partnering with Vita Group – demonstrates SCA’s ability to understand local content needs and create audience relevant digital products, using agile thinking and hackathons.
Vijay Solanki, SCA’s Chief Digital Enablement Officer noted “It’s great to see a concept grow from an idea to pilot and now roll-out. It demonstrates both our connected digital and content thinking as well as our ability to deliver entertainment and information to a large proportion of regional Australia. This winning concept came from our regional team who identified an opportunity for a new digital portal full of local content. It’s great to be able to partner with Vita on the roll-out of this program.”