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House of Assembly - Fifty-Second Parliament, Second Session (52-2)
2013-03-07 Daily Xml
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SOUTH AUSTRALIAN BRAND

Dr CLOSE (Port Adelaide) (14:13): My question is to the Premier. Following the launch of the new state brand last evening, can the Premier advise the house of organisations that have indicated their support for the brand?

The Hon. J.W. WEATHERILL (Cheltenham—Premier, Treasurer, Minister for State Development, Minister for the Public Sector, Minister for the Arts) (14:14): I thank the honourable member for her question. The launch of the new state brand last night marked an important milestone in the state's continuing economic development. The process of developing this brand—the careful research, the accumulation of views and opinions from across the state—has done more than just lead to the development of a new brand. It has brought South Australians together to create our state's future, or at least approach it with a new sense of purpose and confidence.

Last night we saw the promise of the new brand being embraced by some of the state's most successful businesses and organisations which have undertaken to be champions of the new brand. They include: Coopers, Codan, Yalumba, Michell Wool, Adelaide Airport, T&R Pastoral, University of South Australia, Festivals Adelaide, People's Choice Credit Union, the Adelaide City Council, Clipsal 500, Adelaide University, the South Australian Wine Industry Association, the Sarin Group, Flinders University and Defence SA.

These organisations compete in the global marketplace. They understand the challenge of cutting through. They endorse the intention and purpose of the brand and they can see its potential. They represent government, business, education and other sectors. They are organisations that appreciate that our economic future lies in adding value and in providing premium products and services. These brand champions also represent a diverse range of industries that will help drive a strong economic future, an economy that draws heavily on our state's capacity for creativity, industriousness and innovation—these are the things that are going to make us globally competitive.

I am confident that it will grow in stature over time and become an invaluable asset to the state. I want to thank the brand champions for their support. They are great ambassadors for our state. The truth is that around the world it is a very crowded marketplace and the capacity for a small state to cut through is a challenge. That challenge can only be met if we create awareness, and that awareness will then lead to preference for our goods, our services, people visiting here and an exchange of information, goods and ideas. That is the purpose of this brand.

I am very grateful to the ambassadors who have seen this purpose. I am grateful to Darren Thomas and the Economic Development Board not only for their leadership of the project and the creative people they put together but also for the enormous amount of unpaid time they put into this. I am also grateful to the Leader of the Opposition for his support for the brand and the bipartisan approach he has brought to this issue.

For every South Australian who is yet to see the state's new brand identity or, more importantly, the story behind it, I would encourage you to find your way to Elder Park. It will be showing an amazing light show that is projected onto the Festival Theatre every night up to and including Sunday night.

This brand will tell our story. I know there are some people who do not see in it everything that they imagine South Australia is, and that is because the brand is not for that purpose. The brand is not seeking to represent everything that we are; it is seeking to identify to the world where we are and send a very clear message of openness, a welcoming place where we want a free exchange of ideas, people and resources. I think that our brand has successfully achieved that.

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