18 February 2022

Developing Australia’s Nation Brand

Inspiring the world to invest, visit, study and buy from Australia.

Industry led, government enabled

Australia’s Nation Brand has been designed to inspire the world to invest, visit, study and buy from this Great Southern Land. It’s the result of extensive research and collaboration between Australia’s Nation Brand Advisory Council, the Brand Expert Working Group, businesses, industry, cultural organisations, and federal, state and territory governments. Its purpose is to present Australia on the world stage in a forward-thinking, unifying way, and amplify our reputation as a nation that drives great intellectual, financial, scientific, creative and business outcomes.

Billboard example 1

Billboard example 1

When Australia talks to the world with one voice, our voice becomes stronger. Australia’s Nation Brand helps tell our individual stories, showcase our people, places and products, and highlight the achievements we’re proud of by using a consistent voice, behaviours and design.

Australia's Nation Brand Advisory Council

Australia’s Nation Brand Advisory Council spearheaded the Nation Brand initiative on behalf of Australian businesses and industry. Members include some of Australia’s brightest business minds - each one bringing unique insights into how the Nation Brand will resonate across industries and in markets across the globe.

Australia's Nation Brand Advisory Council

Pictured, from left to right:

Wesley Enoch, AM, Former Sydney Festival Director
Wesley Enoch is one of the country's finest creative talents and has held a number of prominent positions in Australia, including as Sydney Festival’s Artistic Director. He is also Chair of the Australia Council for the Arts’ Aboriginal and Torres Strait Islander Arts Strategy Panel.

Glenn Cooper AM, Chairman, Coopers Brewery
Glenn Cooper is the Chairman and Ambassador for Coopers Brewery Ltd. He is also the former Chairman of Australian Made, Australian Grown, and a Board Director of Bundaberg Brewing Company and Haymes Paint Pty Ltd. In 2005, Glenn was awarded a Member of the General Division of the Order of Australia for services to South Australia and the Arts.

Bob East, Former Chair, Tourism Australia
Bob East was appointed to Tourism Australia’s board in May 2016, and held the role of Chairman from 2017 to 2021. He is the former CEO of the Mantra Group and under his leadership, the Group grew from 41 properties in 2006 to more than 140 properties in 2018. Bob is also currently Deputy Chair of the AFL Gold Coast Suns Football Club, Chair of the ASX Experience Co and Chair of the Australian Venue Co.

Dr Andrew Forrest AO (Chair) Non-Executive Chairman, Fortescue Metals Group (FMG)
Andrew Forrest is FMG’s Founder and Chairman and has a A$14 billion market capitalisation as the fourth largest seaborne iron ore producer. Under Forrest, FMG has made significant investments in the Australian resources sector of more than US$20 billion. In 2001, Forrest co-founded the Minderoo Foundation with his wife Nicola, which has supported over 250 initiatives across Australia and internationally in pursuit of a range of causes. These include creating parity for Indigenous Australians, nurturing new talents in the arts and generating world-changing research.

Christine Holgate, CEO, Toll Global Express
Christine Holgate is the Chief Executive Officer of Toll Global Express, and was previously the Group Chief Executive Officer and Managing Director of Australia Post, and the Chief Executive Officer of Blackmores Ltd. She is also the inaugural Chair of the Board of the Australia - ASEAN Council, which supports the development of trade and cultural relations between Australia and the 10 member countries of the ASEAN region. Christina also serves on the board of the AFL Collingwood Football Club.

Jayne Hrdlicka, CEO, Virgin Australia and President & Chair, Tennis Australia
Jayne Hrdlicka is the Chief Executive Officer and Managing Director at Virgin Australia and is the former Chief Executive of the A2 Milk Company. She also previously held the role of Group Executive for Strategy and Information Technology at Qantas Airways, and was also a Non-Executive Board Director of Woolworths. Jayne is the current President and Chair of Tennis Australia.

Alan Joyce AC, CEO & Managing Director, Qantas Airways
Alan Joyce has been Chief Executive Officer and Managing Director of the Qantas Group since November 2008. In his time as CEO, he has overseen the biggest transformation of Qantas since it was privatised in 1995, including the turnaround and renewed growth of Qantas International, the expansion of Qantas and Jetstar throughout Asia, the diversification of the Qantas Loyalty business with new ventures, the renewal of the Group's fleet with more than 150 new aircraft, and ongoing investment in lounges, technology and training.

Edwina McCann, Board Director, Australian Fashion Council, Editor in Chief of Vogue Australia
Edwina McCann has been the Editor in Chief of Vogue Australia since 2012 and is responsible for the Vogue brand across print, digital and social media platforms. Previously, she held roles at The Australian, WISH and Grazia before joining Harper’s Bazaar in her first editorship position. McCann is also a Board Director at the Australian Fashion Council.

Mike Cannon-Brookes, Co-Founder and Co-CEO, Atlassian
Mike Cannon-Brookes is the Co-Founder and Co-CEO of Atlassian, a collaboration software company that helps teams organise, discuss and complete shared work. More than 170,000 organisations including Spotify, NASA, Mercy Ships, Sotheby's and Visa use Atlassian products. Mike was the youngest person to be awarded 'Australian Entrepreneur of the Year' in 2006 by Ernst & Young alongside Co-Founder and Co-CEO Scott Farquhar. In 2016, they were awarded AFR's 'Australian Business Person of the Year' and in 2017, Forbes named them on their 'Global Game Changers' list.

Not pictured:

Rod Jones, Co-Founder and Chairman, Navitas
Rod Jones is a Co-Founder and the Chairman of Navitas, a leading global education provider that has helped generations of learners transform their lives through education. He has been involved in international education since 1987 and is recognised as a leader in the successful establishment and growth of the sector in Australia. Rod has received a number of awards for his contribution to international education and in 2008 was named 'Australian Entrepreneur of Year'. He is a member of the Business Council of Australia, a Fellow of the Australian Institute of Company Directors and Chairman of Study Perth.

Michael O'Keeffe, CEO, Aesop
Michael O’Keeffe joined Aesop in 2003. Under his leadership, Aesop has achieved significant commercial growth and success, expanding from one signature store in Australia to stores and offices in 23 countries around the world. Michael is also Co-CEO of the Natura & Co group which comprises Natura, The Body Shop and Aesop. The Natura & Co group has a combined workforce of more than 18,000 staff across 72 countries.