Creative shops invited to build Brand Australia
TradeMinister Simon Crean today announced the Australian Government willspend $20 million over the next four years to deliver a newinternational 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.
“Weneed a cohesive brand that captures the essence of Australia andunderscores the quality of all that we have to offer in sectors such astrade, 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. Weare much more than a nation of great people and great places. We havewon 10 Nobel Prizes and we are a nation bursting with creativity andingenuity.
“TheAustralian way is to underplay our achievements but this kind ofmodesty only surrenders the edge to our competitors. It is time forAustralia to more actively promote itself.”
Inthe next two weeks, the Australian Government will announce a publictender calling for creative agencies to submit their proposals forBuilding 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.
MrCrean said the successful tenderer would be given the freedom andflexibility needed to develop and deliver a new brand for the nation.
“Ihave an open mind and do not want to pre-empt the outcome of thecreative process. We want our best creative minds on the job and wewant them to engage the Australian people in this exciting project,” MrCrean said.
Austrade will work closely with the private sectorand other arms of Government – including the states and territories -in overseeing the development of Building Brand Australia.
24 Comments
That’s a fatted teet if ever i saw one!
Let’s build a small cluster of man made Islands off to the top right of Cape York in the shape of a TM.
Vote Confidence!
If it works they’ll be coming by the boat load! Some may even risk their lives!
Here’s an idea! Disperse that 20 million between the pensioners struggling to make ends meet on $336.68 a week.
Australia, the Nation with a heart!
Or an even bigger idea, stick that 20 million in a fixed term deposit, then give it to the taxpayers that won’t even be eligible for the pension in the not to distant future.
Australia, the Nation that plans ahead!
Brand Australia, give me a break.
Australia, we’ll tax the bejesus out of you and spend it in other countries telling them how great we are.
Nice first comment there Andy.
Maybe leave it at that next time.
Use The Gruen Transfer ‘pitch’ to decide the best work
Lets hope it doesn’t end up as bad as the new Tourism Queensland campaign. $5million dollars in the toilet.
http://www.news.com.au/couriermail/story/0,23739,25983813-952,00.html
AndyG,
Either go back to school and study economics (I am sure who ever has to tolerate working with you will be pleased) or say night night and go to bed would you please.
Get Trent from Punchy on the case, he only cost $20:
http://www.youtube.com/watch?v=0RjC-vh06_c
Andy,
More money is what our industry needs right now. More jobs. More work. Marketing and advertising is down 70%. That’s quite a bit more than other industries or people’s pensions.
If we can do something good for Australia, there will be more money for pensioners down the line.
So what does the $20 mill cover? If it’s for production its great. If its to cover media worldwide it’s like pissing in the pale, aqua blue waters of the Great Barrier Reef…
Surely Paul Hogan doesn’t cost 20 mill anymore (if he ever did)… Give him a ‘shrimp’ and a barbie and get him on the case.. maybe he can work off his tax bill and do this contra. Throw Bingles bungles in there for good measure. It’s a winner!
Yes please lets all make Australia the cliched akubra wearing beer drinking bloody swearing white ocka place we all know it to be, not a country who have won 10 Nobel Prizes and is a nation bursting with “creativity and ingenuity.”
I just got back from overseas and the cliched image they have of Australians make the Australian Liberal Party look like hippies in comparison.
Throw another fosters down yer throat, smoke a winnie and kill ya’self why dontcha.
Andy @7.23 Got any bright ideas at all sunshine?
Andy@8.09 When the government can’t even keep established car manufacturers in the country what hope for luring other big OS business?
Your right, fck ’em someone’s going to get it and it may as well be the Industry.
I can see the headlines filling Industry rags across the globe.
Australian Government PAYS for agencies for Pitch!
20 million shared between all pitching agencies!
or
Divide the 20 million between the top 50 Ideas and let Australia vote for the best viral Idea that requires no media spend “Big Idol” style meets “Best job in the world”
How about ‘Australia. Fuck off we’re full’. Or has Cronulla already taken that?
Kevin Rudd made a speech about ‘Where the Bloody hell are you?’ where he actually said that a better strapline would be ‘We hope you enjoyed Australia, see you next time.’
If only Kev knew that ‘see you next time’ is actually a slang acronym.
So, Kev’s new strapline would actually read: “We hope you enjoyed Australia, cunt.”
I actually think it moves ‘where the bloody hell are you’ into a deeply exciting new direction.
Be interesting to see if there
s any payback for Rudds advertising advisors
2 words:
COUNTRYNENTAL AUSTRALIA.
Give 1:12pm the $20 million.
Funniest thing I’ve read all year.
I always thought Captain Uncool of the Northern Territory, a comic creation in Melbourne University’s weekly newspaper Farrago was an acronym for cunt.
well, they both are.
While showing a national flag with a kangaroo floating in the wind, possibly surrounded by koalas and other native unique animals, a suitable slogan could be: Don’t believe what they say of us! We love aborigenes, we are not really an English colony any longer so all foreign investors are welcome, we are rich and fair therefore don’t need to pinch money from our visitors, we are alone on a big island in the middle of a big ocean. Don’t you think we would enjoy your company ?
Well done Mr Crean and Team on challenging us all to find a set of words that encapsulates Australia as a destination and Trading partner.
Let’s see how good the Australian advertising is.
Sorry, but I thought DDB had this job to do.
No?
So, that means ATC will be saying one thing for Tourism and Trade will be saying another thing for business. That’s a worry!