The Bureau of Meteorology has nixed its $220,000 rebrand and is no longer demanding to be referred to as The Bureau.
Yes, we can all breathe a sigh of relief because The Bureau is now happy to be called. ‘The BOM.’ again.
The Guardian reported the entire rebrand cost $220,000 to pull off. So, that includes everything from logo updates to social media engagement. It also took them almost two years to execute.
However, after being mocked online for asking the media to get rid of the popular nickname, ‘The BOM,’ and only refer to it as The Bureau.
https://twitter.com/byronkaye/status/1582202004914724864
It has decided to give up on the rebrand. Plus, The Bureau made a major mistake when it announced its new Twitter handles before claiming them. Naturally, the media beat the weather forecaster to the punch and claimed the handles before they could.
Utter chaos!
Absolute rookie mistake by the Bureau of Meteorology to announce what they were changing their Twitter handle to BEFORE they actually did it 😆 pic.twitter.com/O6kqpg2D6v
— Keelan (@I_am_da_BOM) October 18, 2022
The news comes after environment minister, Tanya Plibersek expressed confusion over The Bureau of Meteorology sending out a letter to media asking to be referred to exclusively as, ‘The Bureau.’
Plibersek jumped on Twitter and wrote: “My focus and the focus of the BOM should be on weather, not branding,”
My focus and the focus of the BOM should be on weather, not branding.
— Tanya Plibersek (@tanya_plibersek) October 18, 2022
A spokesperson for the Bureau told The Guardian: “The community is welcome to refer to the Bureau in any way they wish, including referring to us as the ‘BoM.’
“It is up to individual media outlets to determine their style guidelines.”
