'Australia Unlimited' brand aims to lure investment
Sunday, 16 May 2010
SYDNEY, May 15 (BSS): Australia Friday launched a new national brand, "Australia Unlimited", hoping to convince business investors that the country is more than a laid-back holiday destination.
The slogan is the brainchild of British advertising agency M&C Saatchi, which was behind the country's unpopular "So Where the Bloody Hell Are You?" tourism campaign.
Trade Minister Simon Crean said Australia was ploughing 20 million dollars (18 million US) into the four-year re-branding aimed at tempting business by stressing its dynamism and innovation.
"Being the 'quiet achiever' is not going to cut it in an increasingly competitive global market," Crean said.
The slogan is the brainchild of British advertising agency M&C Saatchi, which was behind the country's unpopular "So Where the Bloody Hell Are You?" tourism campaign.
Trade Minister Simon Crean said Australia was ploughing 20 million dollars (18 million US) into the four-year re-branding aimed at tempting business by stressing its dynamism and innovation.
"Being the 'quiet achiever' is not going to cut it in an increasingly competitive global market," Crean said.