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CoolBrand 2005

Australia becomes the first country to be awarded Cool Brand status!

Australia has been awarded the coveted Cool BrandLeaders status following a judging process undertaken by an independent council of experts. It is the first time the panel, involving Stephen Cheliotis, Chairman, CoolBrands Council, Cozmo Jenks, Top British Milliner and Nicki Bidder, Editor in Chief, Dazed & Confused, has included a country on the annual list of cool brands. Cool BrandLeaders is an initiative that identifies and pays tribute to the UK’s strongest cool brands.

Australia will join established cool brands such as Agent Provocateur and the Hakkasan restaurant in the 2005 Cool BrandLeaders book that will be published in November. Other brands to make it in to the annual bible of cool for the first time this year include Billabong, PlayStation and Vivienne Westwood.

The judging panel awarded 87 brands the Cool BrandLeaders status. The shortlist itself was drawn from tens of thousands of brands that are initially considered by the Superbrands organisation.

“We are thrilled that The Brand Council has awarded Australia with Cool BrandLeaders status and it’s exciting to be the first country to achieve this. Over the last five years Australia has emerged as an innovative destination where creative talent flourishes against a very cool scenic backdrop. Australian musicians, artists, fashion designers and chefs are taking the London circuit by storm, as British talent flies the other way to draw inspiration from the Australian people, unique landscapes and lifestyle.

Australia has a strong brand identity and our brand values embody the core characteristics that attract over 700,000 UK holidaymakers each year. It is an immersive country where visitors try new things engaging with the ‘can do’ attitude to make the most of their stay in Australia.”

Emma Bradley, Marketing Director, Tourism Australia

Earlier in the year Tourism Australia worked with internationally acclaimed photographer, Rankin. He captured Cool Australia in a series of captivating images that were shown at the ‘Rankin’s Australia A Different Light’ exhibition at Sony Ericsson Proud Galleries. The huge success of this exhibition highlighted the interest in Australia from hip urbanites making it a must-experience destination for 2005.