International Launch of Brand Australia
Speech (check against delivery)
Australian Pavilion, Shanghai World Expo 2010
20 May 2010
Acknowledgements
Peter Grey, distinguished guests, ladies and gentlemen, good afternoon and thank you for coming along to this fantastic venue for today's launch of Brand Australia.
People have been talking of Brand Australia for a very long time. David Mortimer recommended it, the domestic launch took place in Sydney last Friday, and we're here today in Shanghai for the international launch of Australia Unlimited – a national brand that captures the diversity and versatility of the Australian nation.
Each time I travel overseas, I am struck by our ability to meet the needs of other countries in so many ways. But I'm also struck by the lack of awareness in those countries of the diversity Australia has to offer.
In whatever we apply ourselves to, we produce quality outcomes. We punch above our weight in so many ways. We know it but the rest of the world does not.
Being the quiet achiever won't cut it in the 21st century.
This view has been echoed by Simon Anholt, a world renowned expert in nation branding. Anholt's Nation Brands Index highlighted the need for Australia to build an image that extends beyond tourism and lifestyle.
Anholt concluded that the rest of the world fails to acknowledge Australia's economic impact, political gravitas or intellectual contributions. In simple terms, we need and deserve a better reputation.
Brand Australia will help ensure a world that is no longer surprised by the quality of our smart manufacturing, our entrepreneurs, the innovation of our scientists, the achievements of our sports men and women and the creativity of our artists.
Australia is home to 11 Nobel Prize winners, the cochlear implant, Google Maps and Internet Wi-Fi. Ours is a great story and it's well past time we stopped being so shy in telling that story to the rest of the world.
We are more than a quarry and a farm. Australia Unlimited gives us a brand beyond Made in Australia. It says "I am Australian and I'm proud of it".
Brand Australia takes us far beyond tourism. Not just a place to visit - a great place to invest, a great place to build a business, and a great location for global and regional headquarters.
Our qualities of fairness, inclusion and tolerance – and the 'Can Do' attitude – position us as a welcoming and embracing nation, as well as a creative and innovative one.
Ladies and Gentlemen, this is Australia Unlimited.
The Tender Process
Let me say a few words about the tender process. The Brand tender attracted 60 expressions of interest and shortlisted submissions were subject to extensive research both here and overseas.
About 14,000 consumers were interviewed in 14 international markets including both China and Australia, and in-depth interviews were conducted with industry leaders both here and abroad.
The results of this research were used to inform the final recommendation of the tender evaluation panel. These submissions were also reviewed by an advisory board under the leadership of David Mortimer.
We went to great lengths to ensure that the successful agency actually delivered on the objectives we set for the Brand Australia project – namely a contemporary brand with a commercial edge and the versatility to shape the attitudes of international audiences.
Closing Comments
The Logo: The interpretation is also unlimited. Not only does it depict an Australia that reaches out across the Pacific and Indian oceans, it also represents an Australia that is embracing and inclusive of others, without containment.
Why China? China is the place to be – our number one trading partner and the number one destination for Australian exports. The world's fastest growing economy this year, next year, and for many years to come.
Everything Australia Unlimited is intended to promote to the rest of the world will be on display here at the Expo for the next six months – our creativity, our innovation, the quality in all we do. I cannot think of a more appropriate time and place to be launching Brand Australia.
Business Buy-in: I would like to thank and congratulate David Mortimer and the Business Advisory Panel. They have helped to ensure we have a brand that business can embrace and a brand that can help Australian companies market Australia to the world.
Next Steps: Tom Dery's team at M&C Saatchi will now work on building the brand infrastructure. And Peter Grey will ensure Austrade roll out the Brand at the FIFA World Cup in South Africa and the Commonwealth Games in Delhi.