Media release26 August 2009
Trade Minister Simon Crean today announced the Australian Government will spend $20 million over the next four years to deliver a new international brand for Australia.
Building Brand Australia will aim to capture the energy and vibrancy of contemporary Australia and present it to the world.
“The new Brand project is about selling Australia to the world,” Mr Crean said.
“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.”
“Building Brand Australia will deliver a boost for Australia’s global image.”
“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,” Mr Crean.
In the next two weeks, the Australian Government will announce a public tender calling for creative agencies to submit their proposals for Building Brand Australia.
The new brand is expected to be launched in February, 2010, with an international launch in May, 2010, at Expo 2010 in Shanghai.
Mr Crean said the successful tenderer would be given the freedom and flexibility needed to develop and deliver a new brand for the nation.
“I have an open mind and do not want to pre-empt the outcome of the creative process. We want our best creative minds on the job and we want them to engage the Australian people in this exciting project,” Mr Crean said.
Austrade will work closely with the private sector and other arms of Government – including the states and territories - in overseeing the development of Building Brand Australia.
Media Inquiries: Clinton Porteous 0403 369 588
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Please note, developing the new brand is not a competition, it is a public tender process. Interested agencies are advised to register on AusTender to receive notification when the procurement documentation is released. For additional questions, email BuildingBrandAustralia@austrade.gov.au
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