In 2009 the Australian Government hosted a series of discussions about the importance of Australia’s international image for exporters, and the ways in which industry might benefit from and contribute to updating Brand Australia.
Those conversations led to a commitment of $20 million over four years for the Building Brand Australia Program. It is a whole-of-government initiative administered by Austrade - the agency responsible for promoting Australian trade, investment and education.
The purpose of the Program is to develop a knowledge base, assets and strategies that can be used to help enrich Australia’s reputation over time.
Positioning Australia as a world-class business partner and showcasing our commercial, intellectual and creative credentials not only supports Australian firms seeking international buyers, investors and students, but it also supports successful economic, cultural and political engagement more broadly.
Research shows that Australia is one of the world’s most admired nations. We are famous for our beautiful and productive natural assets, and Australians are considered warm, trustworthy and capable.
But Australia’s reputation for innovation, creativity, technology and science is not as good as it deserves to be.
Using digital content platforms, the Building Brand Australia Program is promoting the nation’s commercial, intellectual and creative credentials. And it is asking Australia’s exporters, internationally focused business leaders, one-million-strong expat community and growing alumni around the world to do the same. Their work is the best evidence we have that Australia is as clever as it is beautiful.
The idea is to present meaningful, contemporary Australian stories in an engaging way. The focus is on Australia’s greatest asset. Not our beaches, but our people at home and abroad.
Australia is already well known for its friendly people, spectacular environment, resources and lifestyle. But this is only part of our story. Contemporary Australia is a confident, creative and outward looking nation, with a strong economy and an abundance of talented people.