Australia to undergo $20 million rebrand

By AdNews | 14 August 2009

SYDNEY: Trade Minister Simon Crean has announced a $20 million Government tender to develop a new international brand identity for Australia.

The tender for the creative initiative, dubbed “Building Brand Australia”, will be launched by the Australian Government in two weeks.

Building Brand Australia is about developing a cohesive brand to encompass all sectors such as trade, investment and education in a new way to sell Australia to the world, Crean said.

“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.

“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."

Tourism Australia, which appointed DDB to its creative duties last year, will work with other government agencies such as Austrade to oversee the development of Building Brand Australia.

Rick Allert, executive chairman for Tourism Australia, said: “We are currently working on our next campaign, which is designed to ensure that Australia continues to be a much desired destination, but more importantly, one that is actually visited by those international travellers that research shows already have the aspiration."

A government spokesperson confirmed only around $3 million of the funds would be allocated to developing Building Brand Australia, with the balance spent on international marketing.

It is understood Crean wants to develop something similar to 100% Pure New Zealand.

"The 100% campaign is a complete umbrella brand that lends itself to different strands - from 100% Pure for tourism, to 100% Food for their food and agriculture sector," the spokesperson said.

"We have so many brands – the tourism brand, Made in Australia, the flying Qantas kangaroo; we need something to pull all our brands together."

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