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Who the bloody hell are we? -

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ELEANOR HALL: The Government has now opened the tender for advertising agencies to give Australia's
international image a sophisticated makeover.

It's spending $20 million to make us look less ocker and more highbrow, as Dina Rosendorff reports.

(Extract from advertisement)

SPEAKER: Hi, my name is Cann (phonetic) and I'm from Denmark and this here is my baby boy. His name
is August. I am doing this video because I am trying to find August's father.

So if you are out there and you see this then this is for you. We met one and a half year ago when
you were on vacation here in Denmark and we met at the Custom House Bar. We went back to my house
and yeah, we ended up having sex.

DINA ROSENDORFF: Does listening to this make you want to visit Denmark? That was the aim when the
country's tourist board released this ad as part of a viral marketing campaign but it backfired,
receiving fierce criticism from the Danish for its portrayal of their women.

Now our Government wants to re-brand Australia and it too wants to try a different approach.

Jonathan Kneebone is from the independent creative group The Glue Society. His company appeared on
the ABC's The Gruen Transfer pitching a campaign that would "unsell" Australia to tourists.

(Theme music from The Gruen Transfer)

DINA ROSENDORFF: Featuring wide-open landscapes and deserted beaches the ad ended with the line:
"so many beautiful places to dispose of a body. Australia: Where the bloody hell are you buried?"
(Laughter)

This time The World Today asked Jonathan Kneebone to do the reverse - sell Australia as a
world-class brand.

JONATHAN KNEEBONE: IKEA is symbolic of Sweden and something like Levis is symbolic of America. And
without shooting myself in the foot by solving the problem for free if you see what I mean, it
might be good to come up with a new brand if you like, which basically you then sell around the
world to give people a taste of what Australia is all about. And obviously hopefully that could
become an inspiration to sort of basically come and travel here and experience it more fully.

DINA ROSENDORFF: What would you call the brand?

JONATHAN KNEEBONE: It doesn't have to be sort of necessarily focused on the word Australia but I
guess the one thought that we have played with in the past is the fact that everyone thinks that
Australia is upside down and I think that is kind of interesting so maybe there is something in
that area (laughs).

DINA ROSENDORFF: If we talk about remaking Australia's image from being ocker to more highbrow,
what sort of areas can we concentrate on in promoting?

JONATHAN KNEEBONE: I think optimism, creativity and the desire to enjoy new things is a very strong
aspect. Whether that is in contrast to ockerness I don't know. I think there is a down to earthness
which is truly enjoyable here too.

DINA ROSENDORFF: On the streets Australians had their own opinions on some of the country's
intellectual and cultural assets.

VOX POP: Probably Australian fashion designers, the city life.

VOX POP 2: The opera, the symphony.

VOX POP 3: Intellectually we stand with the rest of the world in science and things like that.

DINA ROSENDORFF: Others however aren't so sure Australia needs such an extreme makeover.

VOX POP 4: We have cultural and intellectual assets but it's not enough to bring people here for
tourism. Like they need to focus on touristy stuff, not intellectual stuff.

DINA ROSENDORFF: As part of the "Building Brand Australia" promotion, creative agencies have one
month to pitch their ideas to the Government. Contracts are worth $4 million over four years.

ELEANOR HALL: Dina Rosendorff.