Latest News

Back to Latest News back

 

Brand Council looks to highlight Australia’s cultural credentials

Brand Council looks to highlight Australia’s cultural credentials
March 28, 2019

An advisory council headed by mining magnet Andrew Forrest is looking to help develop a national rebrand that reverses negative perceptions overseas of Australia’s culture and innovation.

The Brand Council has initial Federal Government funding of $10.1 million over four years to develop the new brand in partnership with creative agency Clemenger BBDO.

Speaking to The Australian, Forrest said he believed Australia had been resting on its laurels, commenting “members of industry from all sectors have said to me over the years that they feel we are resting on our laurels in terms of the national image we market overseas, while countries like Britain, Japan and New Zealand are making strides unifying their message across industries.”

The Brand Council will, according to Tourism Australia Managing Director John O’Sullivan complement Tourism Australia’s work in “broadening what Australia was known for offshore.

“We over-index on friendliness, we over-index on natural beauty, good food and wine and wildlife but we’re probably not as well known for innovation, for culture and other things.

“We do want to position ourselves and have more strings to our bow in the way brand Australia is perceived. We have a great story to tell about the country - more than what even ourselves perceive.”

Click here for more information.

Related Articles

22nd January 2019 - Australia’s cultural attractions combine to launch new Global Tourism Initiative

7th October 2018 - Victoria benefits from cultural tourism boom

19th July 2018 - International Visitor Survey shows record high for Australian tourism

9th February 2018 - First meeting of Beyond Tourism 2020 Steering Committee

8th February 2018 - The smart strategy behind Tourism Australia’s ‘Croc Dundee’ Super Bowl pitch to the Americans

14th November 2017 - New brand and new board to represent tourism in regional Australia

31st July 2017 - Mining billionaire Andrew Forrest reveals plan to back rugby’s Western Force

12th May 2017 - State tourism bodies see ‘missed opportunities’ in Federal budget

31st October 2016 - Sydney cultural attractions to introduce evening openings

29th September 2016 - 30 years ago this week, America fell in love with Crocodile Dundee and Kakadu

12th March 2016 - TTF reveals plan for tourism to ‘turbocharge’ the Australian economy

19th October 2013 - Sydney Opera House brand more valuable than Australia

4th October 2013 - New museums and galleries website to inspire fresh wave of ‘cultural tourism’


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

AUSFIT

Ausfit began in 1992, providing software services to the health and fitness sector including ClubWise, a fully hosted web-based product which combines state of the art club management software,…

read more

Billing / Finance / Fitness / Technology

 
 

CENTAMAN

Centaman has been a market leader in Enterprise Software Solutions for the leisure and recreation industry and both profit and not-for-profit attractions since 1991. It offers a wide range of software…

read more

Access / Billing / Fitness / Technology / Ticketing

 
 

ELITE POOL COVERS

Since 1989 Elite Pool Covers have designed and manufactured an extensive range of high quality affordable manual,semi-automatic and fully-automatic pool cover systems for the harsh Australian…

read more

Aquatics / Environment / Technology / Venues

 
 

GOPLAY COMMERCIAL PLAYGROUNDS

Goplay designs and manufactures specialised playground equipment for indoor play centres, hotels, food chains, clubs and resorts. If our years of experience and dedication have taught us one thing,…

read more

Play

 
 

Sportybots

We are the leading providers of kids fun multi-sports programs for Sport and Recreation Centres. Programs cover twelve common sports as well as Gross Motor Skill Development and suit children from as…

read more

Fitness / Play / Recreation / Sport / Wellness

 
 
 

Worldwide Sports Management

Principal Consultant Simon Weatherill has spent the last 20 years developing the world renowned Melbourne Sports Hub, as former Chief Executive Officer of the State Sports Centres Trust…

read more

Aquatics / Consultants / Recreation / Sport / Venues

 
 

GLADSTONE MRM

Gladstone Health & Leisure (Gladstone MRM Pty Ltd Australia) is a leading supplier of leisure management and fitness software and is endorsed by leading health and fitness professionals and…

read more

Access / Billing / Fitness / Technology / Venues

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business