Australia – The CEO of the Melbourne Convention and Visitors Bureau, Sandra Chipchase, has been appointed to the newly-launched Building Brand Australia Advisory Board.
Building Brand Australia is an AUD$20m project aimed at boosting and broadening Australia’s global image. The new national brand is expected to be announced in February 2010, with its international launch at the Shanghai World Expo in May 2010.
MCVB’s chair, Chris Barlow, says the appointment provides a significant opportunity to use business events (conventions, exhibitions, meetings and incentive travel) to influence the international business community’s perceptions of Australia.
“It illustrates the federal government’s recognition of the role that business events play in contributing to Australia’s international reputation as a place to further business, ideas and research through conferences and events,” he says.
Members of the board include the vice chancellor and president of the Royal Melbourne Institute of Technology, the chairman of the Australian Financial Forum and other representatives of the Australian business community.
“This project is not just about a slogan, it’s about promoting Australia as a country with a diverse and high quality range of products, services and skills,” says minister for trade Simon Crean, who convened the board.
