Queensland has positioned itself as the place to go for leading environmental architects with an international marketing campaign called HEAT - Queensland’s new wave of environmental architects. "The HEAT campaign has highlighted architects’ environmental responsiveness and adaptation to climate change and other difficult challenges, combined with their obvious expertise in tropical and sub-tropical design," said national president of the Australian Institute of Architects Howard Tanner. Tanner praised the Bligh government for the initiative, saying it gives Queensland architects an advantage for the future. "When confidence returns to the global market, and it will, the work done over the past 12 months by Queensland will give firms in that state the edge when it comes to world class architecture and design commissions," he said. He called HEAT a "sophisticated international campaign" and reported that the campaign had "made real impact in Europe, the US and Asia - all vital export markets for Australian architecture". Tanner added that Australian architects had a reputation for being innovative, resourceful and reliable but needed to reinforce their credentials worldwide. He encouraged other states and the Federal Government to follow Queensland lead to promote Australia's creative industries.