International Launch of Australia Unlimited at Shanghai World Expo

SYDNEY, May 20, 2010 - Trade Minister Simon Crean today led the international launch of the new
Brand Australia in the Australia Pavilion at the Shanghai World Expo.

To view the launch, please click on the link below.

medianet.multimediarelease.com.au/bundles/d201fb55-aa2c-41b1-922f-a85cfb49c4de

The distinctive concept Australia Unlimited will be the global face
selling Australia to the world in the 21st century.

"With 190 nations participating in Expo, this is the ideal place to
launch Australia's new national brand," Mr Crean said.

"Australia has a mature and vibrant relationship with China but we want
to take it to another level.

"The Australian Pavilion is already attracting 20 per cent of all Expo
visitors and Australia Unlimited will add to the attraction."

China is Australia's largest trading partner and two way trade between
the two nations was valued at $83 billion in 2008-09.

Brand Australia is a $20 million program to promote Australia as a
innovative nation, a valued global citizen and a trusted business partner.

"We need to market ourselves better to the world," Mr Crean said.
"Australia is known as a great place to have a holiday but it is also a great
place to do business, a great place to invest and a great place to pursue an
education.

"International research commissioned to help develop Brand Australia
featured interviews with 1000 Chinese consumers. Their general view was that
Australia was a 'dynamic, diverse and happy nation'.

"There is more to be done to communicate a more contemporary image of
Australia to China and the rest of the world. Brand Australia will help to
ensure others appreciate the full versatility and diversity this nation has
to offer.

"We want to showcase our many achievements. These include 11 Nobel prize
winners, WiFi technology, the Cochlear bionic ear and a vaccine for cervical
cancer.

"Following today's international launch in Shanghai, Australia Unlimited
will be on display at the World Cup in South Africa next month, and at the
2010 Delhi Commonwealth Games in October," Mr Crean said.

"The next step will be to begin work on brand architecture and to
encourage co-branding by Australian government organisations and businesses,"
Mr Crean said.

Creative agency M&C Saatchi developed the Australia Unlimited concept.

    Media Inquiries:
    Clinton Porteous
    +61-403-369-588

Clinton Porteous, +61-403-369-588, for Austrade