The federal government’s Austrade is on the hunt for an agency to deliver brand development and creative cervices for “Australia’s Nation Brand”.
According to an expression of interest (EOI) tender notice, Austrade is seeking “the best creative minds to develop a unifying, authentic, and compelling nation brand that will differentiate Australia’s competitive position in the global marketplace, now and in the future”.
“We’re looking for an agency that understands the depth and breadth of Australia’s capabilities and, most importantly, knows how to articulate Australia’s competitive edge and how to present it to the world,” the notice says.
Australia’s Nation Brand is a whole-of-government initiative designed to create a stronger national brand that reinforces the country’s global reputation as a trusted exporter of premium quality goods and services, an internationally competitive investment destination, a quality provider of education, and a great place to visit.
The successful agency will be responsible for developing:
- a contemporary nation brand platform including (but not limited to) a brand strategy, brand narrative, visual identity, brand architecture, associated brand assets and creative material;
- implementing innovative and cost-effective ways to activate the brand in key international markets; and
- brand activations that encourage partner participation from the private and public sector via cash and in-kind contributions to extend the reach and impact of the brand in key international markets.
The contract is from 2018 to 2021, and is estimated to be worth between $2.9 million and $3 million.
The successful agency will be selected via a two-stage process: an EOI followed by a request for tender (RFT). Only those agencies that are shortlisted following the EOI stage will be asked to respond to an RFT.