South Australia appoints brand agency to tackle identity conundrum

South Australia: what does it stand for?

The conundrum of creating a new brand for South Australia is to be tackled by brand design agency Cato Purnell Partners.

South Australia’s brand image was called into question in May by state Premier Jay Weatherill, who said that outsiders tend to confuse South Australia with South Africa and think its capital is Melbourne.

Cato Purnell Partners, which recently branded Dubai airport, re‐branded Air India and helped develop brand Victoria for the Victorian Government, was selected after a pitch involving six other shortlisted agencies from an initial field of 36.

Branding South Australia project leader and Economic Development Board member, Darren Thomas, said: “The task facing the successful agency will be to condense the essence of our State from the extensive international, interstate, and intrastate consultation and research which has been undertaken, into a single brand and message which properly projects South Australia across the country and the world as a great place to live, do business with, invest in and to visit.”

“The State brand will support the Government’s objective of taking full advantage of the current window of opportunity to develop the economic and social prosperity of South Australia, the benefits of which will flow to all South Australians,” he said.

The task of branding South Australia is described in this video, hosted on the Branding South Australia website:

The news comes a week after Adelaide’s Advertiser Newspapers ran a contest inviting its advertisers to create a campaign to promote South Australia as a destination. This was prompted by mining giant BHP Billiton’s scrapping of an expansion plan that would have pumped $20bn into the region.


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