Government calls creative tender for new $20m Building Brand Australia project

The Federal Government has announced plans to spend $20 million revamping Australia’s international identity and will call a tender for creative agencies to submit their proposals for the Building Brand Australia project in the next two weeks.

In a statement released today, Trade Minsiter Simon Crean said Australia was in need of a brand which sells the country to the rest of the world. 

“We need a cohesive brand that captures the essence of Australia and underscores the quality of all that we have to offer in sectors such as trade, investment and education,” Crean said.

He added: “We must find a better way to define our identity, and brand it.”

DDB Worldwide currently holds a three-year account with Tourism Australia which began in July of last year.

“I have an open mind and do not want to pre-empt the outcome of the creative process. We want our best creative minds on the job and we want them to engage the Australian people in this exciting project,” Crean said.

“Australia is a global trading nation with unique and popular products, services, art and culture. However we have not done as well as we could in stitching it all together,” said Matt Hingerty, MD of the Australian Tourism Export Council. He added: “Today’s buyer of wheat could be tomorrow’s business delegate and next year’s leisure tourist.”

The Building Brand Australia project is expected to be launched in February of next year, with an international launch in May at Expo 2010 in Shanghai.


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