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Question about Area Importance

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So, I've a promotion that's been gaining popularity with every event, with at least one event a month.


I just dropped a size, apparently due to the importance for the region I'm primarily in having dropped, while my popularity in the region is still higher.


My question is - is there anything I can do to impact importance?


I'd like to know what I may have to adjust in order to recover and avoid such a hit in the future, or is it an external part of the game that rises and falls by region over time?

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