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August 26, 2009

Is Rebranding Australia Worth $20 Million?

Australia is going to spend $20 million looking for a new logo and brand identity after some disastrous missteps with the country's own marketing.

According to Simon Crean, the country's trade minister, they are looking for a better way to "define our identity and brand it." This move comes in the face of declining international visitors and a perception that the country is, essentially, a tourist destination rather than an investment opportunity.

Specifically, Crean said that they are interested in moving away from a "lifestyle and landscape" identity towards something that celebrates "our creativity, our ingenuity, our innovation, our spirit of social inclusion, and most of all in the quality of our products and services."

Australians have their work cut out for them. There is no doubt that they are an innovative and hardworking people, but they certainly have pushed the Crocodile Dundee aspect of things for some time now.

Still, the Australian Made, Australian Grown (AMAG) Campaign has been very successful and stakeholders in that initiative have supported the move towards a more businesslike image for the country.

Australia appears to be taking their cues from neighboring New Zealand's "100 Per Cent Pure" campaign that generated an almost immediate 10% jump in visitors to the country and has been effective for a decade now.

The New Zealanders, for their part, are so pleased with the success of the "100 Per Cent Pure" branding that they are now using it to create a "master brand" for the entire country.

Expect to see Australia's new brand image launched in February alongside an advertising campaign that incorporates the recent movie Australia.

Technorati Tags: Australia Rebranding, Australia Marketing, Rebranding Campaign, Australia's Brand Identity

Posted by William Lozito at August 26, 2009 8:39 AM
Posted to Branding | Industry | Marketing | Travel and Tourism

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