Brand Australia: marketing a nation
Dery disagrees. “The idea was that it could expand or contract or take whatever shape is necessary.” And while Australian Made have built awareness of Australian product through the stylised kangaroo, Dery feels the days of the kangaroo as a representation of Australia are past. “Everyone who knows about Australia understands we have kangaroos. That’s not the problem. The government’s objective is to let people know that Australia is more than kangaroos.”
According to Campbell, Austrade is not yet sure how Australia Unlimited will be used for trade and for exporters. It has already been used to brand business club events in Cape Town during the FIFA soccer world cup and in Delhi. Campbell is confident that a strong brand image for Australia will benefit Australian trade.
“We’re just a small nation of only 22 million people. We can’t sustain our prosperity through the domestic economy alone, and one in five jobs exists here because of trade.” Australia Unlimited is an investment in the future of Australia for trade, for business, for research and for education. How it will be used remains up to Australians themselves, Campbell believes.
“It takes time to switch on,” Dery warns. The success of Australia Unlimited will depend on a large (unannounced) media budget, strategic communications and a willingness among the ‘organs’ of Australia promoting themselves overseas to use the Australia Unlimited brand.
“Once they start using this positioning and this concept and perhaps this logo they’ll start to get some synergy and consistency,” he says. “So whether you’re a wine exporter or a beef exporter or trying to attract students to come to Australia this logo, this concept and this positioning will start to build.”
Harrison is sceptical. “The symbol can’t possibly be used on product the way it’s designed, and neither was it ever intended to be.” He emphasises his willingness to work with the government under the new brand but is disappointed in the outcome of the Brand Australia concept. “It’s like the designers are more interested in something that is new rather than something that is right.”
Australia Unlimited is not to be confused with Tourism Australia’s recently launched ‘There’s nothing like Australia’ campaign, which is an exercise in destination branding. Australia Unlimited is a much broader concept and will encompass tourism, Campbell says. Austrade hopes that at some stage the two brands will work together. Tourism is still one of Australia’s strongest exports, and the objective for Australia Unlimited is to build on the nation’s strengths to gain traction in exports and investment.
Dery seems as enthusiastic about his country as he is about the brand his company has developed. “We’re a tiny country with a tiny budget to try and perform on a world stage. We’ve got to get together and do this together. I think Australia Unlimited is the starting point to do that.”
Case study: 100% Pure New Zealand
In a montage of sweeping mountains, tranquil lakes and idyllic beaches, the 100% Pure New Zealand campaign launched onto the world stage in 1999. Since then, the campaign has become one of the most celebrated examples of destination branding. Other countries have rushed to imitate its simplicity, consistency and creativity.
Originally a product of Tourism New Zealand, the campaign has unofficially expanded into a master brand for the whole country, with Prime Minister John Key actively looking for ways to incorporate trade and national production.
Enormously successful, the 100% Pure brand is one of the most recognised nation brands internationally. Visitor arrivals to New Zealand have doubled over the last 10 years. Advertising spend has been more than matched in second tier publicity, with the campaign generating over 103 million articles in print, nearly 687 items in broadcast and almost 209 million articles online. A 2005 survey by Interbrand valued the 100% Pure NZ brand as worth US$13.6 billion.
Nevertheless, the destination brand has not translated well into a nation brand, with an over-emphasis on isolation and natural environments and an environmental purity that New Zealand’s environmentalists worry they cannot sustain. Critics suggest an ad campaign focused on nature does not emphasise innovation and creativity, shies away from an urban focus and leaves out business.
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