Four agencies in the running to rebrand Australia

The $3m project to rebrand Australia for the world has come down to four agencies.

In June, the Australian Government’s Austrade sought expressions of interest to create a stronger brand for Australia and said it was looking for “the best creative minds” to create the next generation of Australia’s international branding.

Part of the project includes promoting Australia as a tourism destination

It can now be revealed that in late November, four agencies pitched for the $3m contract, which has a time frame of delivery up until 2021.

Saatchi & Saatchi, Host/Havas, Interbrand Australia and Clemenger BBDO Sydney all had short-term $22,000 contracts with Austrade in November to pitch for the business.

Once decided, the responsible agency is charged with cementing Australia as a trusted exporter of premium-quality goods and services, a competitive investment destination, a quality provider of education and a great place to visit.

The government said the winning agency will develop a “contemporary” nation brand platform including brand strategy, brand narrative, visual identity, brand architecture, associated brand assets and creative material.

“This is a transformational project for Australia and we’re looking for the right agency partner to join us for the ride,” the government said.

“We’re looking for an agency that understands the depth and breadth of Australia’s capabilities and most importantly, knows how to articulate Australia’s competitive edge and how to present it to the world.”

The then-Turnbull government flagged its intentions to create a “stronger brand for Australia” back in November 2017, saying a unified national brand would help exporters sell their products and services to the world.

“A unified brand will bring together Australia’s export strengths – such as tourism, agricultural products and education – under one Australian banner,” the Trade Minister’s office said.


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