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.
The “Australia Unlimited” brand was developed to provide an overarching theme for the Building Brand Australia Program. It was developed by M&C Saatchi following industry consultation, a public tender and extensive international and domestic research. This process confirmed there was a need and desire for a contemporary and consistent way to present Australia internationally, especially in a business-focused context. Australia Unlimited was tested among 14,000 people in 12 markets and found to effectively project an image of Australia as a confident and globally engaged business partner.
Join this ABAC Business Breakfast to hear about the detailed findings of the research (what the world thinks of the Australian brand) and how the strategy was developed to re-position Australia to better support to the efforts of our exporters and business community.
The breakfast speaker will be Sean Riley, Senior Trade Commissioner to Vietnam, where he has been based for the last year. Prior to arriving in Vietnam, Sean spent 3 years working at Austrade HQ in Sydney, where he was Group Manager of Marketing, Sponsorships and Events. From 2000 to 2008 Sean was with Austrade in Singapore and Bangkok. Sean has an inside knowledge of the building of the “Australia Unlimited” brand and the way it is intended to represent Australia to the world.