New Nation Brand and tagline promotes Australia to the world

  • Media release

More than 300 marketing resources will be available for free to Australian businesses to help better promote Australian goods and services overseas and attract more investment and visitors under a new national brand and tagline.

Australia’s Nation Brand and tagline, released today, will help amplify and grow the reputation of Australia’s high-quality goods and services in a competitive international marketplace. It was developed because businesses and industry wanted a strong and consistent nation brand to represent Australia.

The development of Australia’s Nation Brand was led by Australia’s Nation Brand Advisory Council, including business leaders such as Fortescue Metals and Future Industries Chair Andrew Forrest AO, Atlassian co-CEO Mike Cannon-Brookes, Qantas CEO Alan Joyce, and Vogue, GQ and Publisher Prestige Editor-in-Chief Edwina McCann. The Council was supported by a Brand Expert Working Group, including some of Australia’s leading marketing and branding experts from diverse organisations.

Federal, State and Territory governments, as well as more than 480 senior industry representatives, were consulted throughout the brand development and more than 22,000 people in Australia and overseas took part in market testing.

The new Nation Brand logo features a kangaroo above the word ‘Australia’. International and domestic research found this logo was considered representative of a modern, capable and inclusive country, and had the backing of business and industry. It is complemented by a tagline ‘Only in Australia’ that can be used in conjunction with the logo.

Minister for Trade, Tourism and Investment Dan Tehan said a strong brand would help all Australian businesses sell their product, supporting local jobs and the economy.

“A strong nation brand and tagline will reinforce Australia’s reputation as an internationally competitive investment destination, a great place to visit, a quality provider of education, and a trusted exporter of premium goods and services,” Mr Tehan said.

“Modelling by Deloitte Access Economics found a one place improvement in Australia’s global brand ranking would increase merchandise exports by about $3.1 billion per year; improve Foreign Direct Investment by $704 million per year; boost tourism by $174 million per year; and increase international education by $137 million per year.

“Australia’s Nation Brand is more than just a logo and tagline. It is a holistic approach to selling what is unique about Australia to the world, backed up by a suite of marketing assets and research that is available for free to all Australian industry groups and businesses to help them grow and to support more Australian jobs.

“The Australian Government would like to thank the Nation Brand Advisory Council and the Brand Expert Working Group for their passion and hard work to deliver this project.”

The logo and tagline were developed through the Brand Advisory Council, with design agencies Clemenger BBDO Sydney, Balarinji and Houston Group Sydney.

Yanyuwa man, Balarinji Chair and Cultural Director, John Moriarty, said: “The kangaroo is bounding forward, reflecting Australia’s optimism. It is formed by a contemporary expression of three boomerangs. The head is the hooked ‘7’ boomerang used in ceremonies as a percussive instrument for song and dance. The body and tail are boomerangs used for hunting or foraging for food, or to connect with softwood to spark fire. This kangaroo tells the story of Country, of belonging and of living sustainably.”

Brand Advisory Council Chair Dr Forrest said a strong Nation Brand was a valuable asset, attracting inward investment, adding value to exports and bringing in tourists and highly skilled migrants.

“Now is the time for Australian businesses, industry and government to come together and collaboratively promote Australia for all it has to offer,” Dr Forrest said.

“In an increasingly connected and competitive international market, celebrating our unique Australian character with a unified and strong Nation Brand will help us stand out from the pack and the tagline ‘Only in Australia’ will amplify Australia’s reputation for quality, creativity and innovation.

“This will allow us to celebrate what is only in Australia and to become synonymous with quality, creativity, innovation, hard work, determination, and mateship. Which, in my view of our great country, is us. The true Aussie ANZAC spirit. Embracing this collectively will be a tide that lifts all boats – helping Australian businesses sell more products, attract investment, and inspire our overseas friends new and old to visit, study and work here.

“I thank my fellow members of Australia’s Nation Brand Advisory Council for their personal dedication and time given to this important national project over the past two years to create a brand for the international market developed with extensive community testing, robust feedback, and collective experience.”

The Brand Advisory Council members are:

  • Andrew Forrest AO, Chair of Brand Advisory Council; Chair of Fortescue Metals Group
  • Alan Joyce AC, CEO, Qantas
  • Bob East, Former Chair, Tourism Australia Board
  • Christine Holgate, CEO, Toll Global Express
  • Edwina McCann, Editor in Chief, Vogue Australia
  • Glenn Cooper AM, Chairman, Coopers Brewery
  • Jayne Hrdlicka, CEO, Virgin Australia; President of Tennis Australia
  • Michael O'Keeffe, CEO, AESOP
  • Mike Cannon-Brookes, Co-Founder and Co-CEO, Atlassian
  • Rod Jones, Co-Founder, NAVITAS
  • Wesley Enoch AM, former Sydney Festival Director

For more information about Australia’s Nation Brand, go to: www.brandaustralia.com

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