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Australia launches new brand push

A NEW Brand Australia campaign to sell the country to the world as "a great place to do business" was launched at the Australia Pavilion in Zone B yesterday.

The A$20 million (US$16.5 million) program promotes Australia as an innovative nation, a valued global citizen and, in particular, a trusted business partner.

The distinctive concept Australia Unlimited will serve as the global message, selling Australia not only as a laid-back holiday destination, but also a business-friendly nation.

Following yesterday's international launch in Shanghai, Australia Unlimited will be marketed at the World Cup in South Africa next month and at the 2010 Delhi Commonwealth Games in October.

"Australia has a mature and vibrant relationship with China but we want to take it to another level,'' said Simon Crean, Australian Minister for Trade, who led the international launch.

"The Australia Pavilion is already drawing 20 percent of all Expo visitors and Australia Unlimited will add to the attraction," he said.

Besides Beijing and Shanghai, Crean is also looking for commercial opportunities in other Chinese cities such as Qingdao and Tianjin.

He expressed Australia's interest in cooperating with Chinese enterprises in fields such as climate change, clean energy and manufacturing.

"There is more to be done to communicate a more contemporary image of Australia to China and the rest of the world,'' Crean said.

"Brand Australia will help to ensure others appreciate the full versatility and diversity this nation has to offer."

Crean also greeted about 70 entrepreneurs from both China and Australia at a banquet lunch.

Frank Li, one of the founders of JustBeer, a distributor of iconic Australian beers across China, attended the event and said that Brand Australia was a platform to sell lifestyle and culture, to let Chinese be more aware of Australian products and to develop more win-win business opportunities for both sides.

"Born in Shanghai, I moved to Australia in 1981 with my family," Li said.

"The cross-cultural background actually benefits me a lot in doing business," he added.

Sydney native Jackie Yun, general manager of Wagas, said yesterday at the launch that as a company with a 10-year business record in Shanghai and China, it would continue to use its strong food culture to connect people of both countries.


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