Positioning a nation known for its natural beauty beyond tourism

Australia is recognised globally for its iconic landscapes, picturesque coastlines, unique flora and fauna and its friendly and welcoming nature. But this country’s extraordinary range of industry thought leaders and capabilities is less known.

The Brand Australia Program was commissioned by the Australian Government to better position Australia as a compelling and valuable trade partner and destination for Governments and organisations in key global markets.

Our response was Australia Unlimited which in 2010 was deployed as the new Trade and Investment brand for Australia. Australia Unlimited is now an international program that successfully demonstrates Australia’s capabilities, achievements and its future-focused ambitions. I was involved in all stages of the roll-out across various kinds of media including international trade fair shows and the creation of an iPad magazine.