Media Release
17 September, 2009
Building Brand Australia – Tender Announcement
Trade Minister Simon Crean today announced the next step in developing a new international brand for Australia with the release of details of a public tender.
Tender details have been posted at www.tenders.gov.au and advertisements will be placed in weekend newspapers. Agencies will have 25 days to lodge their expressions of interest.
The Federal Government is calling on submissions from creative agencies for Building Brand Australia.
“This is the next step in the process and we are calling on Australia’s best creative minds to put their hands up to redefine and enhance Australia’s global image,” Mr Crean said.
“We want a clear vision of how Australia should be seen by the rest of the world in the 21st century.”
“We will be looking for agencies to build a contemporary national brand – one which captures the essence of Australia – not just a great place to visit but a great place to live, work, and invest – a trusted trading partner and a great place to pursue an education.”
“This is not just about a slogan and it goes beyond the on-going promotion of Australia as a global tourist destination - a reputation that is well established. Building Brand Australia is about promoting Australia as a nation producing quality products and services across a diverse field of activities.”
“We need to get the message out that we are an innovative nation and a quality supplier to the world of key products such as clean energy and clean food.”
“We want a brand that captures the vibrancy, energy and creative talents of Australia – a country that has won no less than 10 Nobel prizes.”
“This is a prestigious tender and I have no doubt it will attract strong interest,” Mr Crean said.
The successful agency will be awarded a $4 million contract over 4 years.
The Australian Government has set aside $20 million over the next four years to deliver the new brand – much of which will be spent on international promotion.
In accordance with government guidelines, a tender evaluation panel comprised of senior public servants will make a final recommendation on the preferred agency.
This panel will be supported by an advisory board of business people headed by leading Australian business figure David Mortimer, whose report to me last year recommended the development of a national brand.
The winner of the tender is expected to be announced in February, 2010, to be followed by a domestic launch. The international launch of the new brand is expected to take place at Shanghai Expo that starts in May, 2010.
Media Inquiries: Mr Crean's office, Clinton Porteous, 02 6277 7420 - Departmental Media Liaison 02 6261 1555