In Focus

Going global

Australia Unlimited aims to put the nation on the world business map

  • Gulf News Report
  • Published: 00:00 September 28, 2010
  • In Focus

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  • Image Credit: Supplied

Being the ‘quiet achiever' is not going to cut it in an increasingly competitive global market." These were the words of Simon Crean, Minister for Regional Australia, as he launched Australia's new national brand, Australia Unlimited. As he announced the brand in May at the Sydney Opera House, he explained, "We need to market ourselves better. Australia is known as a great place to have a holiday but it is also a great place to do business. We should be better regarded as a dynamic and creative nation, a good global citizen and a strong business partner."

Brand Australia will sell the country to the world. According to the Australian Trade Commission, Austrade, the four-year, $20 million government programme, aims to broaden perceptions of the nation in the international marketplace so it is regarded as highly as a global citizen and business partner, as it is a world-class destination.

Austrade says brand Australia will use the country's many achievements to position Australia as a unique, strong, fair and future-focused nation.

Logo symbolises growth

The Brand Australia logo symbolises growth and expansion. It is said to ‘embrace the best of Australia and speak to the future-focused nature of our endeavours and our outward looking approach to global affairs'.

"Australia Unlimited has the breadth to market all of Australia's strengths — grounded in our commitment to innovation and quality," Crean added.

"Australia Unlimited is aimed at taking us beyond tourism messages. It will deliver a national brand for Australia through a consistent image and a consistent message." n

Did you know?

• The World Bank rates Australia as one of the easiest places in the world to do business

• Australians have won 11 Nobel Prizes — most of them in medicine and science — making the country one of the leading Nobel Prize-winning countries in per capita terms

• Australians invented the modern standard for WiFi, with the breakthrough IEEE 802.11a for wireless internet

• Australia is a world leader in mining technology and services. Mining software developed in Australia is used by mines throughout the world

• Australia has the world's fourth largest investment funds asset pool (and the largest in Asia) as a result of the Australian Government's compulsory retirement savings scheme

— Source: www.austrade.gov.au

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