Hi all,

I just read a pretty cool article on Brandchannel that I thought was worth passing along. It's about how Australia's Tourism Council recently had to take a fresh look at the continent's brand. It's a pretty smart article and goes on to explain why the world's events (including September 11) created the need for them to re-examine what differentiated the Australia brand.

As you can see in the full text of the article HERE, the Council discovered that Australia is a place that is refreshingly free of boundaries, inhibitions, and constraints, and where ‘having a go' is still possible.