Bangkok--1 Feb--Australian Embassy
The Australian Government recently launched the country’s new nation brand Australia Unlimited, in Thailand.
Speaking in Bangkok at the Australian-Thai Chamber of Commerce’s 15th Annual Business Awards on 29 January, David Twine, Austrade Regional Director for South East Asia, South Asia and Pacific said Australia Unlimited reflects the creativity, confidence and global outlook of contemporary Australia.
“Australia and Thailand enjoy an exceptionally close relationship,” Mr Twine said.
“Thailand is our 9th largest trading partner with two way trade surpassing A$17 billion. We have been enriched by the more than 55,000 Thai students who commenced study in Australia in the last four years alone, and today there is a long list of Australian companies looking to partner with Thailand, especially as it progresses towards the ASEAN Economic Community in 2015.
“However, global research shows that while Australia has a very good international reputation, it is built largely on positive perceptions of the natural beauty and lifestyle it offers. It is not as highly regarded in relation to its technology, products and services, or inventiveness.
“We want to better communicate Australia’s credentials in Thailand. Australia’s economy is the 14th largest in the world — and it is one of only a handful of advanced economies which grew during the global financial turmoil. Australia is home to 11 Nobel Prize winners, the cochlear hearing implant, Google Maps and Internet Wi-Fi.
“Thailand is a country that is undergoing a significant economic transformation; that is liberalising new industries and that wants to be, and is so well equipped to be, a partner to the world. Australia remains committed to expanding our cooperation and partnership with Thailand, and Australia is well placed to work with you,” Mr Twine said.
Australia Unlimited was developed as a consistent and contemporary way to present Australia globally. This brand identity is part of a broader program that aims to build on Australia’s positive reputation as a place to visit by promoting the nation’s credentials as a global citizen and business partner.
Australia Unlimited is designed to reflect the positivity of Australia and its people — a creative, confident, ambitious and globally engaged country.
With the Brand foundations in place, Austrade, on behalf of the Australian Government are now working with both government and non-government stakeholders to roll the brand identity out as widely as possible.
Media Contact:
Caroline Bergman
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