Brand agency Cato Purnell Partners has been enlisted to create a new branding for South Australia, after the state acknowledged ongoing issues with its image.
The appointment comes amid the South Australian Government's promises to give the state a new brand image.
Premier Jay Weatherill recently said during a trade mission to England that South Australia is in need of a new image, and asked the Economic Development Board to devise a new brand positioning for the state.
The branding will be handled by designer Ken Cato.
Speaking on his behalf, Cato Purnell Partners general manager of South Australia, Linda MacAuley, said: “Cato Purnell is delighted to be trusted with developing sustainable and cut?through place branding for South Australia.
“We love South Australia, we recognise its diversity and respect its authenticity and hope to direct our passion into delivering an unmistakable presence for the State in the global market place across a range of sectors in a way that is true to the values and beliefs of all South Australians.”
Branding South Australia project leader and Economic Development Board (EDB) member, Darren Thomas, said: “With the benefit of a very comprehensive and convincing ‘brand DNA’ analysis of South Australia undertaken by local marketing industry leader Peter Joy, we are confident of Cato Purnell Partners’ ability to deliver a very powerful and exciting brand proposition for South Australia.”
The agency was chosen from six short-listed agencies, which had been whittled down from a field of 36.
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