Brand Australia in Action
Explore these posts to discover the full range of events, countries and industries where Australia Unlimited has been used effectively.
Australia Unlimited is a proud sponsor of OzFest, Australia’s largest cultural festival in India, which opened on 16 October 2012. The Australian Government has joined 24 government, business, institutional and production partners to present the three-month long festival, which will close on February 5, 2013. While Australia is well known in India for our cricketing prowess and our beautiful landscapes have backdrops for many Bollywood films, OzFest will showcase a different side of Australia and Indians will get to experience the creativity, dynamism and vibrancy of contemporary Australian culture. The Festival was opened by Prime Minister Julia Gillard at a special Opening night concert to an audience including Indian VIPs.
The Opening Night
A spectacular outdoor concert at the historic Purana Qila’s, Sher Mandal Observatory, celebrated music from Australia and India. Leading artists from both countries took to the stage to connect the two unique, contemporary cultures grounded in ancient tradition. A 3D light display from AGB Events (known for Sydney’s Vivid Light Festival) created a backdrop for performances by iconic Aboriginal Australian singer Gurrumul Yunupingu, didgeridoo virtuoso Mark Atkins and twice-Grammy-nominated Indian sitarist Anoushka Shankar. India’s national television broadcaster, Doordarshan covered the concert making it accessible to the entire country.
Gary and George Unplugged
MasterChef Australia has cooked up a storm with audiences young and old addicted to the reality television phenomenon. Oz Fest brought Gary Mehigan and George Calombaris out of the living room and into everyday Indian life for an 'Unplugged in India' tour. The event created an opportunity for the Indian audience to meet and greet the much loved celebrities, who pulled enormous crowds at their book signings, and significant national media coverage.
Sachin Tendulkar received an Order of Australia
Indian cricketing legend, Sachin Tendulkar was presented with the Order of Australia (AM) by Minister for the Arts, the Hon. Simon Crean at a special ceremony in Mumbai during his visit to India. The award was announced by the Prime Minister during her earlier visit for his contribution to the Australia-India relationship by promoting goodwill, friendship and sportsmanship.
Other highlights of OzFest include a tour by five Australian bands at THE AUSSIE BBQ in Pune, Mumbai, Delhi and Bengaluru; a live music and film show created for the 100th anniversary of Indian cinema featuring the films of Australia’s first Bollywood star, Fearless Nadia; Australia’s National Indigenous Cricket Team playing local Indian teams in one-day and Twenty20 matches in Pune and Mumbai; and performances fusing Carnatic and Western jazz traditions by Guru Kaaraikkudi R. Mani, his Sruthi Laya ensemble and the Australian Art Orchestra in Coimbatore, Chennai and Hyderabad.
A special edition of Australia Unlimited apps exploring mutual collaborations between Australia and India across science, business, education and the arts will be launched in January to commemorate Ozfest.
To find out more about the Ozfest cultural program, go to www.ozfestindia.com
It was one of the world’s most recognised campaigns, generating hours of chatter and seen by millions of eyeballs across the world.
The World’s Greatest Job PR campaign gave international office workers a new dream destination and screen savers filled with white sands and aquamarine seas. It also filled the seats of airlines and helped local operators to full capacity.
A local Australian suit store was looking to increases its sales and engagement in the UK. It rolled out a creative PR campaign encouraging cricket-loving customers to participate in their Grazed on Greatness campaign. Putting a new spin on the paddock to plate philosophy, they lifted grass from Sydney Cricket Ground, re-planted it at a local farm, grazed sheep on the grass then spun the wool into a unique suit.
As images of death and destruction flashed around the world, 78 communities at the centre of Victoria’s Black Saturday bushfire were relying on skilled communications professionals to tell them where to go, who would help them and what to do next.
From triumph to tragedy, Australian PR professionals are often at the centre of great ideas, creative communications, solid business advice and crisis management.
Public Relations Industry Association of Australia (PRIA) National President, Nick Turner said that Australia’s practitioners produce some of the best PR work in the world, scooping 10 PR Lions from a pool of 69 winners at the recent Annual Cannes Lions International Festival of Creativity.
“Our PR’s produce work that is in high demand, providing a clear and transparent way of engaging and communicating with a client’s stakeholders, delivering a clear return on investment, serviced by practitioners who abide by a strict code of ethical conduct,” he said.
The Association, who has been responsible for the reputation of the reputation builders since 1949, is about to welcome over 800 of the world’s best PR’s to Australia for the World Public Relations Forum 2012.
“PRIA understands our industry is evolving very quickly as new communications channels come online and we like to keep the knowledge of our members at the cutting edge of international best practice.”
Australia Unlimited was the umbrella brand bringing together 42 Australian companies exhibiting at MinExpo 2012 in Las Vegas (September 24-26). Event organisers Symposium were licensed to use Australia Unlimited for the Australia Pavilion at the largest meeting in the world for mining suppliers.
Located in a main hall and situated next to competing mining countries China, Canada and Chile, the Australia Pavilion demonstrated our confidence and capability in a cohesive and coordinated display. The vibrancy of Australia Unlimited drew in high numbers of visits for the duration of the event.
