Australian business leaders to spearhead new unifying nation brand initiative

08.06.2018 Austrade

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. 

Australian Nation Brand Advisory Council: Today leaders of industry met at Parliament House in Canberra for the inaugural Australian Nation Brand Advisory Council meeting. L to R: Mike Cannon-Brookes, Co-Founder and Co-CEO, Atlassian, Dr Stephanie Fahey, CEO, Austrade; and Alan Joyce AC, CEO, Qantas. Photo by Sean Davey.

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.

For more information or to express your interest in the Nation Brand initiative go to:

*The Advisory Council was announced today by the Minister for Trade, Tourism and Investment, the Hon Steven Ciobo MP. 

The membership includes:

• Andrew Forrest AO, Chairman, Fortescue Metals Group and Minderoo Group;
• Alan Joyce AC, CEO, Qantas;
• Bob East, Chairman, Tourism Australia
• Christine Holgate, CEO, Australia Post;
• Glenn Cooper AM, Chairman, Coopers Brewery;
• Jayne Hrdlicka, CEO, A2 Milk;
• Michael O'Keeffe, CEO, AESOP;
• Mike Cannon-Brookes, Co-Founder and Co-CEO, Atlassian;
• Rod Jones, Group CEO, NAVITAS;
• Wesley Enoch, Sydney Festival Artistic Director;
• Dr Stephanie Fahey, CEO, Austrade;

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