G’dayUK Shows There’s More to Australia Than Soaps, Sport & Sun

LONDON -

- With Photo

Commuters passing along the River Thames this morning were greeted by scenes more reminiscent of Sydney than London with the installation of pristine white sand beach to celebrate a new initiative from Australia called G’dayUK, which aims to bring a little bit of ‘Down Under’ to the UK.

G’dayUK runs from 24th - 30th June and comprises of Australian-themed activities designed to showcase the best Australia has to offer in terms of lifestyle, culture, food & wine and business opportunities.

The launch of the beach comes on the back of research, conducted by ICM1, that revealed that in spite of the growing number of Brits visiting Australia, we are still largely unaware of Australia’s influence on our lives. Approximately 1,500 Australian companies are active in the UK, including firms behind some of the UK’s biggest projects such as Westfield shopping centres, the 2012 Olympic Stadium and the new roof on Wimbledon’s Centre Court.

Australia also boasts six of the UK’s top selling wine brands, and the UK’s number three selling beer brand, but it would appear that many of us are unaware where these leading wine and beer brands come from, with forty per cent of British consumers claiming they never drink Australian(1).

The beach, complete with pristine sand, life-guards, deck chairs and surfboards is located at Observation Point on the River Thames, overlooking some of London’s most iconic landmarks including St Paul’s Cathedral and the Square Mile’s skyscrapers. Phil Aiken, Chairman of G’dayUK, opened the beach with help from the cast of the hugely successful Australian West End show, Priscilla - The Musical, and Australian Michelin-starred chefs Brett Graham and Shane Osborn.

Aiken commented: “We hope G’dayUK makes a big impact on Brits and cements relations between our two great countries whilst providing a unique opportunity for Londoners to experience a bit of Australia on their doorstep. With temperatures in London set to outstrip those in Australia today, ‘Bondi-on-Thames’ is definitely the best place to be.”

Australian activities taking place during G’dayUK include a CEO Forum for UK and Australian politicians and business leaders, Selfridges’ Gallery Restaurant promoting an Australian menu created by Brett Graham and Shane Osborn and a wine tasting hosted by renowned wine writer Matthew Jukes to showcase his choice of Australia’s 100 best wines.

1) ICM Omnibus survey involving 2,000 UK respondents

Notes to Editors:

About G’Day UK:

Planned for 24 June - 30 June 2009, G’dayUK is a week-long, vibrant celebration of uniquely Australian products, people, places, businesses, skills and attitude and is part of a broader strategy by Australia to continue to develop its relations across the world.

G’dayUK 2009 is supported by the New South Wales, Queensland, Victorian, South Australian and Western Australian State Governments, Austrade, Qantas and Tourism Australia in conjunction with the Department of Foreign Affairs and Trade, Wine Australia, Australian Business and key private sector sponsors.

For further information please visit www.gday-uk.co.uk

A picture accompanying this release is available through the PA Photowire. It can be downloaded from www.pa-mediapoint.press.net or viewed at www.mediapoint.press.net or www.prnewswire.co.uk

Source: G’Day UK

For all media enquiries, please contact: Ann Burton, CUBE Communications; Tel: +44(0)20-8401-5506 Email: ann at gday-uk.co.uk