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.