Tuesday, August 25, 2009

"Rebranding Australia"


TAXPAYERS will outlay $20 million over four years on a new brand to promote Australia, seeking a new logo and tagline to boost our image and trade in the world.In a bid to rival the success of brands like "100% Pure New Zealand" and "Malaysia Truly Asia", the Rudd Government will run a public tender for advertising agencies to come up with a new Australian image. It wants the new brand to replace the different logos used in tourism and trade — all of which feature kangaroos — with one consistent image. Trade Minister Simon Crean will outline the plans in Melbourne today, arguing Australia needs to promote itself more actively with a more "cohesive" brand. In a speech to the Trade 2020 conference, Mr Crean will argue that Australia should make more of its competitive advantage beyond the beauty of the landscape. "Building Brand Australia has an unashamedly commercial focus which will help promote Australia as a great place to live, a great country in which to do business, and a great place to invest."
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Copyright (c) 2009 The Age Company Limited. www.theage.com.au.

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