More than kangaroos

AUSTRALIA: What do you think of when you hear the word "Australia"? Kangaroos, beaches and bikinis? The country’s trade minister, Simon Crean, thinks that’s not enough. He wants to spend A$20 million (€11.7 million) to create a new “brand” for Australia.

Crean says there is more to Australia than tourism. “Building Brand Australia has an unashamedly commercial focus which will help promote Australia as a great place to live, a great country in which to do business and a great place to invest,” he comments.

"Australia is a great country in which to do business and a great place to invest."

Businesses have welcomed the initiative and hope that Australian goods and services will become more well known throughout the world. “We are a sophisticated and innovative economy; one that produces world quality manufactured goods and also delivers world class services in areas such as education, health and engineering,” commented the Australian Made, Australian Grown (AMAG) organization on the Manufacturers' Monthly website.

In international comparison, Australia’s economy is recovering faster than those of most industrial nations, thanks mainly to a stable banking system and to China's huge demand for resources. Crean hopes that the new brand will achieve the success of New Zealand’s “100 per cent pure" campaign in establishing the country as a place for business, not simply a tourist destination.