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Australia must do it once, do it right.

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Mr Steven Ciobo MP Shadow Minister for Small Business, Independent Contractors, Tourism and the Arts

Australia must go further than just a slogan or a logo, and completely rethink its image to the world, says Shadow Tourism Minister Steven Ciobo.

Mr Ciobo’s comments came after news the government would spend $20 million to develop a definitive brand to market Australia internationally.

Mr Ciobo, who has pushed for some time for something along the lines of a “Brand Australia Council”, said the latest move presented a terrific opportunity to create a multi-disciplinary body to promote the nation in a cohesive way.

“What I’d like to see is a new structure linking all government agencies to promote Australia,” Mr Ciobo said. “This wouldn’t replace or take over from other bodies but rather co-ordinate them and work together on promoting Australia where practical.”

“This exercise is about a lot more than just developing a catchcry, a slogan or a motto, it’s all about presenting a coherent and unmistakable picture of our country to the world - something which leaves them in no doubt about what is Australia,” he said.

Mr Ciobo said the new branding was not just about tourism, but about products, services, business investment, our economy and culture - an approach Australia has traditionally employed only in the sphere of tourism.

Mr Ciobo said most of the world still tended to think of Australia as an agricultural and resources economy, but services industries were becoming an increasingly important part of the Australian economy, accounting for about 85 (TBC) per cent of employment.

A 2007 House of Representatives Standing Committee on Economics found recognition of the Australia brand globally was fairly limited at the moment, with most people able to nominate our leisure tourism, resources and farming sectors

“But our role as an exporter of services and particularly business services really flies under the international radar,” Mr Ciobo said. “I would now call on the government to release more detail and the draft tender documents for scrutiny.”