"Australia Unlimited" to be the new marketing slogan to encourage Australian tourism.
07 May 2010
Tourism Australia chooses “Australia Unlimited” as new country slogan
The new Australian slogan “Australia Unlimited”, once used by the late controversial Queensland premier Joh Bjelke-Petersen, will be used to give a new image to market Australian tourism.
The slogan ''Australia Unlimited’’ should not confused with the new tourism advertisement campaign which states ''There's nothing like Australia''.
The Minister for Trade, Simon Crean, will unveil the slogan and a logo at the Shanghai Expo later this month with a multimillion-dollar advertising campaign to promote Australia around the world to follow.
The slogan beat two others - Positively Australian and A+ - in surveys with 14,000 people across 14 countries.
The search for a new Australian marketing identity started last August, with Mr Crean saying the new slogan needed to ''capture the energy and vibrancy of contemporary Australia and present it to the world'' and would be used to promote trade, investment and education.
The slogan has been welcomed, with some saying the phrase sets up the idea of Australia as a fresh and unconventional place to visit, and also criticised as too businesslike.
To visit Australia for tourism purposes overseas travellers, unless they have an Australian or New Zealand passport, must have an Australian Travel Visa. The ETA visa is the most popular of these visas, as it can be applied for online and once approved is almost instantly electronically attached to your passport.