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September 23, 2009

Australia’s global image gets £20m boost

A significant investment will be made in delivering a new international brand for Australia.

The announcement made recently by the country’s trade minister Simon Crean, revealed that the Australian Government will spend $20 million over the next four years to raise Australia’s global profile.

The campaign, entitled Building Brand Australia, will aim to “capture the energy and vibrancy of contemporary Australia and present it to the world”.

"The new project is about selling Australia to the world," said Crean.

"We need a cohesive brand that captures the essence of Australia and underscores the quality of all that we have to offer in sectors such as trade, investment and education.

"We must find a better way to define our identity, and brand it.”

A public tender has been announced, calling for creative agencies to submit their proposals for the campaign. The new brand is expected to be launched in February 2010, with an international launch in May 2010 at Expo 2010 in Shanghai.

"Building Brand Australia will deliver a boost for Australia’s global image,” Crean continued.

"We are much more than a nation of great people and great places. We have won 10 Nobel Prizes and we are a nation bursting with creativity and ingenuity.

"The Australian way is to underplay our achievements but this kind of modesty only surrenders the edge to our competitors. It is time for Australia to more actively promote itself.”



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