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New Australia brand to debut at World Expo

New Australia brand to debut at World Expo article image
Australia's new $20 million brand will make its international debut at the Shanghai World Expo 2010 in May next year, after a national launch in February. Minister for Trade Simon Crean yesterday announced that the government would spend $20 million over four years for a new Australia 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". The Government aims to announce a public tender for creative agencies to submit to Building Brand Australia in the next couple of weeks with the fixed launch date. Crean says the brand should show that "we are much more than a nation of great people and great places. We have won 10 Nobel Prizes and we are a nation bursting with creativity and ingenuity".

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