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"Say G'Day to the Lucky Country" 'to be used to sell Australia to the world'

By Super Admin
|

Sydney, Mar 13(ANI): Authorities plan to advertise brand Australia with the slogan "Say G'Day to the Lucky Country."

Trade Minister, Simon Crean, is considering the caption among many others presented to him by different advertising agencies.

The 'G'Day' slogan under consideration has been borrowed from Donald Horne's eponymous book of 1964.

However, the irony lies in the fact that the book observed: "Australia is a lucky country, run by second-rate people who share its luck."

One of four agencies short-listed for the 20-million-dollar project to create a "country brand" for Australia, includes M and C Saatchi, say sources.

It is the same agency, which was behind the controversial "So Where the Bloody Hell Are You?" tourism campaign, reports the Sydney Morning Herald.

The new "identity' of brand Australia will be revealed at the Shanghai Expo in May.

It intends to cover every aspect of Australia's exports from business and education to trade and tourism. (ANI)

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