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Australia moves to one big brand for tourism and all else

May 22, 2019 Headline News No Comments Email Email

Australia is striving to create a single over-arching brand, the sum of people’s perceptions of the country, which will cover tourism and pretty much everything else.

The Australian Trade and Investment Commission (Austrade) has revealed latest moves to develop a nation brand “that will be easily understood, consistently recognisable, quintessentially Australian and adaptable for different uses and industries.

“Australia’s Nation Brand will harmonise what the world sees, hears, knows and experiences of Australia, making everything Australian easily recognisable. It will capitalise on our known strengths and showcase our lesser known capabilities as we market ourselves to the world.

“Australia’s Nation Brand will be used to talk about the uniqueness of our exports, demonstrate our advantage to investors, boast of the experiences we offer tourists, present our attractiveness to draw students and inspire admiration here and abroad.”

The following video gives an idea:

The video was made last year but the brand-creation effort has been going on behind the scenes ever since. Austrade says that in a fiercely competitive world, “the degree to which a country is admired, trusted and respected can have direct economic and social impact on that nation”.

A recent presentation quotes Simon Anholt, founder of the Anholt-GfK Roper Nation Brands Index, saying: “For Australia the longer term challenge is to progress from being merely popular to truly respected.”

Jose Filipe Torres, founding partner and chief executive, Bloom Consulting

Australia’s Nation Brand Advisory Council Chair, Andrew Forrest, says the Nation Brand initiative aims to market the entire country – “the 25 million people in Australia, every state and every territory, and every corporation.

“We need to strengthen Australia’s global position to capitalise on the depth of both our human and natural talents and create a brand that serves businesses now, and the ones our children will go on to start tomorrow.”

Edited by Peter Needham

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