Australia Unlimited: The nation’s new brand
Media release
14 May 2010
Trade Minister Simon Crean today announced Australia’s new national brand is Australia Unlimited.
This distinctive concept will be the public face of Australia on the international stage in the 21st century.
“Brand Australia is about selling Australia to the world and demonstrating the full versatility and diversity this nation has to offer,” Mr Crean said.
“Being the ‘quiet achiever’ is not going to cut it in an increasingly competitive global market.”
“We need to market ourselves better. Australia is known as a great place to have a holiday but it is also a great place to do business. We should be better regarded as a dynamic and creative nation, a good global citizen and a strong business partner.”
“We want greater international recognition of our many achievements. These achievements include 11 Nobel prize winners, WiFi technology, the bionic ear and a vaccine for cervical cancer.”
“Today I am unveiling Australia Unlimited in Sydney and next week I will take Brand Australia to the world with the international launch at Shanghai Expo on May 20. Next month Australia Unlimited will be on display at the World Cup in South Africa.”
The Brand Australia program has a budget of $20 million over four years and was announced in August, 2009.
“Australia Unlimited has the breadth to market all of Australia’s strengths - grounded in our commitment to innovation and quality,” Mr Crean said.
“Australia Unlimited is aimed at taking us beyond tourism messages. It will deliver a national brand for Australia through a consistent image and a consistent message.”
“The next step will be to begin work on brand architecture and to encourage co-branding by Australian government organisations and businesses. This could include Australia Unlimited branding of overseas scholarships and selected exports,” Mr Crean said.
Creative agency M&C Saatchi developed the Australia Unlimited concept.
During the tender process, 60 submissions were received and four agencies were shortlisted. Eight concepts were tested in 14 countries, including Australia, with about 1000 consumer interviews in each country. These concepts were also reviewed by an advisory board under the leadership of prominent businessman David Mortimer.
Note: The launch of Brand Australia took place at 10.30am 14 May 2010 at the Sydney Opera House.
Media inquiries
- Trade Minister's Office: (02) 6277 7420
- Departmental Media Liaison: (02) 6261 1555