Brand Australia wants your success stories

The Australian Government has committed funds until 2014 to the Building Brand Australia Program, recognising that there are tangible advantages to having a strong and well-rounded country reputation and that our global reputation is not consistent with the reality of contemporary Australia.

The broad objective of the Building Brand Australia Program, expressed through the brand ‘Australia Unlimited’ is to enrich Australia’s global reputation by achieving enhanced awareness of contemporary Australian credentials in business, science, education, technology, creativity and not-for-profit activity.

The Building Brand Australia Program aims to contribute to the enrichment of Australia’s reputation with an influential audience comprising global citizens (influential, well-educated international audiences with an interest in new ideas and world affairs), expats (successful Australians living and working offshore) and our domestic brand partners (individuals and organisations with an interest and role in promoting Australia internationally).

Global research undertaken following the commencement of the program has highlighted the need for a market-specific approach. This, taken together with consideration of those markets which are most significant to Australia from an economic, geopolitical and cultural perspective, means the program will focus its activity in: the US, UK, Germany, Japan, Korea, China, Brazil, India and Indonesia.

Statecraft (with affiliate Bell Pottinger) and Ogilvy PR has been engaged to source and develop content for the various media platforms and to take that content to the international media. Already the program is having early success with innovation stories.

The target audience are discerning consumers of news across multiple media channels, whether it is traditional, digital or social media. A key component of attracting their attention and loyalty is telling a great story. In this environment, the stories of unlimited potential will ignite interest, engages with compelling material and solicits referral to professional and personal networks.

We’re looking for the best stories that will challenge international perceptions of Australia and help grow our reputation overseas. If you think you have a story to tell, let them know. All they need is a short outline, and if it meets their criteria one of our editors will be in touch.

They’re specifically looking for:

• An Australian expat who’s achieving great things overseas
• An Australian resident who’s achieving recognition overseas for their business acumen, scientific research or cultural activity
• A home-grown idea that’s winning international accolades
• An alumni from an Australian institution whose education in Australia has helped them become a leader in their field

Contact Australia Unlimited via the web form or email.