Some of Australia’s leading executives are creating a new lobby to convince export businesses to market themselves overseas, fearing a drop in popularity of the ‘Australia’ brand worldwide.
The ‘Brand Australia Council’ proposal, which is being led by British Airways chief executive Rod Eddington and Tourism and Transport Forum chief Christopher Brown, is seeking the cooperation of executives such as Qantas chief Alan Joyce.
Former Qantas executives Geoff Dixon and James Strong, along with Foxtel chief executive Kim Williams, are also backing the idea of a permanent panel.
The Council will seek to convince other industries, apart from the tourism sector, to help build awareness of the ‘Australia’ brand, but Brown said recently at a business dinner that a new advertising campaign may not work.
Peter O’Reilly, chief executive of Tourism Whitsundays, says he is unfamiliar with the new lobbying group but says the idea is a welcome one.
“It’s really important to have the brand message out there. It certainly can’t hurt us, and I think what we need more than anything is tactical campaigns because it comes down very much to the value proposition.”
“Australia has a great reputation as a travel destination. We really need to get that tactical offer into the hands of the potential traveler. More brand consolidation and making sure people understand and have awareness is a positive move.”
Brown said that while the ‘Australia’ brand was successful around the time of the Sydney Olympics in 2000, the country is falling behind nations such as India and China in marketing efforts.
“We have taken the foot off the accelerator pedal. [The council] is essentially a business development program that is looking at what we can do to better promote Australia,” he told The Age.
The council is expected to present its ideas to the Prime Minister within the next few months.
Patrick Stafford is a freelance journalist and a former deputy editor of SmartCompany.
