Four agencies in the running to rebrand Australia
The $3m project to rebrand Australia for the world has come down to four agencies.
In June, the Australian Government’s Austrade sought expressions of interest to create a stronger brand for Australia and said it was looking for “the best creative minds” to create the next generation of Australia’s international branding.
Part of the project includes promoting Australia as a tourism destination
A brand isn’t what you say about yourself, it’s what people say about you.
With only $3million, compared to the efforts and hundreds of millions invested over decades by others I hope the client and agencies are smart enough to integrate rather than restate positioning.
The trick with effective strategy of this sort is invariably not to come up with a brilliant underfunded idea, but to get diverse people to take a step in the same direction.
Toby Ralph
Pure Australian Goodness.
http://www.pureaustraliangoodness.com.au
Job done.
Bloody good idea Michael, bloody good.
Let’s see how “B2B” brand Australia from Austrade and “B2C” brand Australia from Tourism Australia fit together, or not. And the extent to which the States get on board into an overarching brand framework, IMHO, having swum deep into this particular pool in about 2006 and also recognising there are strong views on both sides of the argument, there should be one brand with different value props to different customer types. But this does require a high level of collaboration and quality co-governance. Should be no problem, right…?
There’s only one brand agency in the mix?
Over the years there have been a few of these flag waving exercises proposed. No real brief, no real strategy, just wheel spinning by panic stricken governments trying to provide evidence of industry. Each agency invests time and budget into a pitch that in the end doesn’t go anywhere. The excuses : too busy with election, new government with new priorities, bad policy from previous government. If you’re in this pitch put on the juniors, the sooner they learn disappointment the better for their future development.
Please refer to the Mumbrella opinion piece on this subject that explains why ‘No Worries’ could be the answer here… (it’s a lot more sophisticated than you initially may think).