Australia szuka nowego sloganu, który będzie promował turystyczną "twarz" kraju. Rząd chce przeznaczyć na to nawet do 20 milinów. Premiera nowego systemu wizualnego marki turystycznej odbędzie się w przyszłym roku. Więcej w artykule:
Australia searches for new tourism slogan
Australia's search for a new identity to match New Zealand's successful "100% Pure" and South Africa's "Rainbow Nation" brands will see the Government put up $20 million to find it.
The Trade Minister, Simon Crean, will today challenge the nation's marketing agencies to come up with a catch-all slogan, image or logo that best exemplifies Australia and promote it overseas.
The brand will be launched domestically in February and internationally in May, at the Shanghai World Expo.
''We are much more than a nation of great people and great places,'' Mr Crean will say at today's launch.
''We have won 10 Nobel Prizes and we are a nation bursting with creativity and ingenuity. The Australian way is to underplay our achievements but this kind of modesty only surrenders the edge to our competitors.''
The successful brand must have an ''unashamedly commercial focus'' to promote Australia as a tourist destination, and as a great place to live, do business, and invest.
The exercise, an initiative of Austrade, trumps an idea put forward by a group of prominent businessmen - led by the former Qantas chief Geoff Dixon - for a ''Brand Australia Council'' to manage big industries such as tourism, education, resources and services.
Mr Crean supported that idea last September at a tourism conference in Canberra.
Representatives of the Brand Australia Council initiative are due to see Kevin Rudd within the next month to get the Prime Minister's support for the idea.
At the same time the federal tourism body Tourism Australia is close to signing off on a new blockbuster advertising campaign to follow in the footsteps of the marketing campaign that hinged on Baz Luhrmann's epic movie Australia. Tourism Australia is believed to have been consulted by Mr Crean's office.
Mr Crean will use today's launch to push back against protectionism, saying the brand project ''is another sign that we are not turning inwards and going down a path of a mandatory Buy Australia campaign''.
With the world emerging from the financial crisis, Mr Crean will declare the ''protectionist push has been contained''.
BY PHILLIP COOREY AND JULIAN LEE
Source: www.illawarramercury.com.au
Klip promocyjny Australii z 1984 r.:
http://www.youtube.com/watch?v=Xn_CPrCS8gs
Australia searches for new tourism slogan
Australia's search for a new identity to match New Zealand's successful "100% Pure" and South Africa's "Rainbow Nation" brands will see the Government put up $20 million to find it.
The Trade Minister, Simon Crean, will today challenge the nation's marketing agencies to come up with a catch-all slogan, image or logo that best exemplifies Australia and promote it overseas.
The brand will be launched domestically in February and internationally in May, at the Shanghai World Expo.
''We are much more than a nation of great people and great places,'' Mr Crean will say at today's launch.
''We have won 10 Nobel Prizes and we are a nation bursting with creativity and ingenuity. The Australian way is to underplay our achievements but this kind of modesty only surrenders the edge to our competitors.''
The successful brand must have an ''unashamedly commercial focus'' to promote Australia as a tourist destination, and as a great place to live, do business, and invest.
The exercise, an initiative of Austrade, trumps an idea put forward by a group of prominent businessmen - led by the former Qantas chief Geoff Dixon - for a ''Brand Australia Council'' to manage big industries such as tourism, education, resources and services.
Mr Crean supported that idea last September at a tourism conference in Canberra.
Representatives of the Brand Australia Council initiative are due to see Kevin Rudd within the next month to get the Prime Minister's support for the idea.
At the same time the federal tourism body Tourism Australia is close to signing off on a new blockbuster advertising campaign to follow in the footsteps of the marketing campaign that hinged on Baz Luhrmann's epic movie Australia. Tourism Australia is believed to have been consulted by Mr Crean's office.
Mr Crean will use today's launch to push back against protectionism, saying the brand project ''is another sign that we are not turning inwards and going down a path of a mandatory Buy Australia campaign''.
With the world emerging from the financial crisis, Mr Crean will declare the ''protectionist push has been contained''.
BY PHILLIP COOREY AND JULIAN LEE
Source: www.illawarramercury.com.au
Klip promocyjny Australii z 1984 r.:
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