The Federal Government has put ‘Brand Australia’ out to tender.

The move comes as the Government tries to reposition Australia as an intellectual and cultural Mecca rather than only a tourist destination. It is calling for strategy and branding that will dispel the nation’s ocker image and give Australia a more highbrow international perception.

Simon Crean, trade minister, said the Government was seeking to capture the essence of Australia through this contemporary national brand. Crean emphasised the promotion was not about going beyong just a slogan or promoting Australia as a destination.

Australia is not just a great place to visit but a great place to live, work and invest – a trusted trading partner and a great place to pursue an education, said Crean.

The promotion, ‘Building Brand Australia’, is a $20 million initiative.