Australia's Nation Brand Advisory Council will meet for the first time today as the Turnbull Government works to create a new nation brand for Australia to drive exports and investment.

The Advisory Council, chaired by Andrew Forrest AO, will work to design a nation brand that reinforces our unique strengths; helping forge a stronger and more unified image of Australia overseas.

Australia is consistently recognised as being home to clean and green produce, a beautiful environment, and an unsurpassed quality of life. I want these elements of Australia to sit within a brand for our nation.

Creating a unified nation brand will help our exporters use Australia's reputation to sell more of their goods and services to the world; driving economic growth and creating new Australian jobs. That's why the Turnbull Government is leading this initiative.

The Advisory Council's mission will be to deliver a consistent and collaborative approach to promoting Australia's broad intellectual, creative and commercial credentials.

The new brand will reinforce Australia's reputation as a trusted exporter of premium quality goods and services, an internationally competitive investment destination, a great place to visit and a quality provider of education.

Brands are only effective when applied consistently, which is why Australia's nation brand must achieve wide acceptance within the business community, and therefore be designed with industry.

The talented Australians who form the Advisory Council are leaders and innovators within their fields. Their wide and varied experience across industries will help create a unified brand all Australians can be proud of and all Australian exporters can use. I am so pleased these leading Australians have responded so positively to this initiative and agreed to develop a nation brand for Australia.

A formal stakeholder engagement program will commence this month and provide opportunities for business, industry and the broader community to shape the strategic direction of Australia's Nation Brand.

Australia's Nation Brand Advisory Council Members include:

  • Andrew Forrest AO, non-executive Chairman, Fortescue Metals Group (Chair)
  • Alan Joyce, CEO, Qantas
  • Bob East, Chairman, Tourism Australia  
  • Christine Holgate, CEO, Australia Post
  • Glenn Cooper, Chairman, Coopers Brewery 
  • Jayne Hrdlicka, CEO, A2 Milk
  • Michael O'Keeffe, CEO, AESOP
  • Mike Cannon-Brookes, Founder and CEO, Atlassian
  • Rod Jones, Group CEO, NAVITAS
  • Wesley Enoch, Sydney Festival Artistic Director
  • Dr Stephanie Fahey, CEO Austrade

Media enquiries

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