‘Australia Unlimited’ is Australia’s new national brand to represent Australian quality, innovation and service worldwide announced by Minister for Trade Simon Crean.
“Brand Australia is about selling Australia to the world and demonstrating the full versatility and diversity this nation has to offer. Being the ‘quiet achiever’ is not going to cut it in an increasingly competitive global market,” said Mr Crean.
“We know we are competitive enough, we know we are good enough to do it. What we have to do is to market ourselves better. That’s what gives people the opportunity to brand themselves around.” Mr Crean said.
The new branding concept derived from a need to extend Australia’s reputation as a great holiday destination to covering our success as a “dynamic and creative nation, a good global citizen and a strong business partner”. M&C Saatchi won the tender from 60 submissions.
Hoping not to repeat the failure of Australia’s last branding campaign “Where the bloody hell are you?” which saw a UK court order that the billboards be pulled down after 32 people complained that children might see the ‘offensive’ language, a more conservative approach was taken this time.
Crean cited our scientific and technological success with 11 Nobel prize winners, WiFi technology, the bionic ear and a vaccine for cervical cancer. “Australia Unlimited has the breadth to market all of Australia’s strengths—grounded in our commitment to innovation and quality,” he said.
Australia Unlimited will be launched internationally at the Shanghai World Expo on May 20 and can also be seen at the World Cup in South Africa and the Commonwealth Games in Delhi later this year.
China is Australia’s largest trading partner, so launching a new national brand at Shanghai World Expo is a “a huge opportunity to present in one of the dynamic markets of the world.” according to Mr Crean.