Australian Department oF Foreign Affairs and Trade Press Release Inventive Australia Campaign

MT107

16 July 1995

'INVENTIVE AUSTRALIA' CAMPAIGN GAINING MOMENTUM IN ASIA

The 'Inventive Australia' campaign to promote Australia's sophisticated goods and services, which was launched in Sydney in April, is gaining momentum in target markets with hundreds of Asian companies responding to the campaign advertising, the Minister for Trade, Senator Bob McMullan, said today.

Senator McMullan said the 'Inventive Australia' advertisements which have featured in four target markets - Indonesia, Korea, Thailand and Shanghai - over the last two months have attracted more than 500 responses from firms in East Asia interested in hearing more about Australian manufactures, services and technology.

"As the campaign broadens to more industry sectors and uses more case studies of Australian innovations, the number of responses is expected to accelerate," Senator McMullan said.

"For Australian exporters seeking to make an impact in East Asian markets, the campaign offers a cost effective way to promote their products or processes as part of the 'Inventive Australia' story."

The first leg of the 'Inventive Australia' campaign was launched in-market in Jakarta on 1 June, followed by launches in Seoul as part of the Australia Week activities, and in Bangkok at a recent business function.

The campaign for the fourth target market, Shanghai, will be launched by the Minister for Development Cooperation and Pacific Island Affairs, Mr Gordon Bilney, in Shanghai on 18 July.

Research is currently underway in five selected Indian markets - New Delhi, Bombay, Madras, Calcutta and Bangalore - to examine the feasibility of undertaking an 'Inventive Australia' campaign in India.

'Inventive Australia' advertisements feature specific case studies of commercially successful, innovative Australian products, technology and services. There is scope for some companies to have their product, brand and name mentioned in the text of the advertising. The direct response mechanism included in all 'Inventive Australia' material enables decision-makers in target markets to follow up on commercial leads by participating companies.

The research-driven 'Inventive Australia' campaign also covers a range of activities reflecting national trade priorities.

These include:

media visits - senior journalists from three Indonesian business magazines and Shanghai television will visit 'Inventive Australia' as guests in July;

joint marketing programs - where inventive Australian firms looking to East Asian markets are offered cost-sharing packages for joint marketing programs;

missions of key industry figures to Australia; and

an array of industry seminars and ministerial visits.

Individual companies can also participate in these aspects of the campaign.

The 'Inventive Australia' campaign is run by the Market Australia Unit in the Department of Foreign Affairs and Trade, from offices in Canberra and Sydney.

Further Information:

Senator McMullan's office: John Flannery, (06) 277 7420

Market Australia Canberra: Keith Baker, (06) 261 3100

Market Australia Sydney: Victoria Owen, (02) 356 6234