RELEASE
8 JUNE 2018
Australian business leaders to spearhead new
unifying nation brand initiative
Australian business leaders from a cross section of some of the country's most
iconic businesses, technology firms and arts institutions today joined in Canberra to
spearhead an ambitious new project to rebrand Australia and reclaim Australia's
competitive advantage.
Andrew Forrest, Christine Holgate, Alan Joyce and Mike Cannon-Brookes are among eleven
business and community leaders* who have joined the Nation Brand Advisory Council at the
invitation of the Minister for Trade, Tourism and Investment, Steven Ciobo.
The Council, chaired by Mr Forrest, will oversee the development of a new nation brand that
repositions Australian products, services and interests to compete in a rapidly evolving
global marketplace.
"Australia has rested on its laurels for too long, relying on our abundant and unique natural
gifts to draw the attention of global consumers and investors," said Mr Forrest after the
Council convened its first meeting in Canberra today.
"But Australian modernity is so much more than this: we're a nation of inventors, actors,
engineers, builders, architects, athletes and innovators.
"The world has already figured this out and we draw huge investments from abroad each
year. But our message today is that Australia can do better in promoting the breadth of our
industries, services and experiences across the globe."
The Nation Brand Advisory Council will work across industries and government agencies to
develop a new brand to be utilised in education, foreign investment, tourism, exports and
other sectors.
The Industry-led, government-enabled initiative will see the roll-out of a series of industry
forums in all capital cities and online via a digital engagement platform, from late June,
where businesses can have their say about how the nation can improve its global brand.
"We are calling on Australian businesses - big or small, start-up or long-established, from all
sectors - to get on board and help shape Australia's nation brand," Mr Forrest said.
Speaking in Canberra today on behalf of the Council, Mr Forrest praised the initiative,
describing it as a transformational project that would sharpen Australia's competitive edge
globally against other nations to draw in investment, grow exports, and attract visitors.
"Today is the first step on Australia's Nation Brand journey. 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 a part of this unifying
nation branding initiative," Mr Forrest said. ---
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