Minister for Trade Simon Crean has announced that Australia’s new national brand will be ‘Australia Unlimited’ to represent Australian quality, innovation and service worldwide.
“Brand Australia is about selling Australia to the world and demonstrating the full versatility and diversity this nation has to offer. Being the ‘quiet achiever’ is not going to cut it in an increasingly competitive global market,” said Crean.
The new branding concept derived from a need to extend Australia’s reputation as a great holiday destination to covering our success as a “dynamic and creative nation, a good global citizen and a strong business partner”. M&C Saatchi won the tender from 60 submissions.
Crean cited our scientific and technological success with 11 Nobel prize winners, WiFi technology, the bionic ear and a vaccine for cervical cancer. “Australia Unlimited has the breadth to market all of Australia’s strengths—grounded in our commitment to innovation and quality,” he said.
Australia Unlimited will be launched internationally at the Shanghai World Expo on May 20.
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