High-powered panel to drive ‘Brand Australia’ campaign

High-powered panel to drive ‘Brand Australia’ campaign article image

A high-powered panel has been appointed to steer the creation of a “unified national brand” for Australia.

The Nation Brand Advisory Council which met for the first time in Canberra yesterday will work on developing a unified new brand to better market Australian exports.

The panel includes Fortescue Metals’ boss Andrew Forrest, Qantas chief executive Alan Joyce, Australia Post MD and Group CEO Christine Holgate and Atlassian founder Mike Cannon-Brookes.

The new campaign hopes to rival the success of New Zealand’s “100 per cent pure” campaign which is used to promote NZ products globally.

“The advisory council’s mission will be to deliver a consistent and collaborative approach to promoting Australia’s broad intellectual, creative and commercial credentials,” said Trade Minister ­Steven Ciobo.

Wide and varied experience

“The talented Australians who form the advisory council are leaders and innovators within their fields. Their wide and varied experience across industries will help create a unified brand all Australians can be proud of and all Australian ­exporters can use.”

“Australia is consistently recognised as being home to clean and green produce, a beautiful environment, and an unsurpassed quality of life. I want these elements of Australia to sit within a brand for our nation.”

Mr Ciobo said a formal process would begin this month to get feedback from stakeholders.

Mr Forrest has been appointed as chair of the newly-created Council, which comprises 11 business and community leaders hand-picked by Mr Ciobo.

The council will work across industries and government agencies to build the new brand, which will be used to promote education, foreign investment, tourism and exports.

Other council members include Tourism Australia chairman Bob East, Coopers Brewery boss Glenn Cooper, A2 Milk chief Jayne Hrdlicka, AESOP CEO Michael O’Keefe, Navitas chief executive Rod Jones, Austrade chief executive Stephanie Fahey and Sydney Festival Artistic Director Wesley Enoch.

Australia has ‘relied on its natural gifts for too long’

The initiative was first flagged in the federal government’s Foreign Policy White Paper, released in November last year, which called for the creation of a stronger national brand for Australia.

Mr Forrest said Australia had for too long relied on its natural gifts to draw the attention of global consumers and investors.

“Australian modernity is so much more than this: we’re a nation of inventors, actors, engineers, builders, architects, athletes and innovators,” he said.

“Australia can do better in promoting the breadth of our industries, services and experiences across the globe.”

Mr Forrest said business would be invited to participate in the brand building via a series of industry forums in all capital cities, as well as through a digital engagement platform.

“Today is the first step on Australia’s Nation Brand journey,” he said. 

“I strongly encourage representatives of industry and business across the country, be it in the arts or agriculture, sport, education, tourism or technology, to have their say and be part of this unifying nation branding initiative.”


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