Australia’s Nation Brand showcased globally during the FIFA Women’s World Cup 2023™
It delivered a win for Australia’s Nation Brand on the world stage. This began with an event during the FIFA Women’s World Cup Trophy Tour stop in Adelaide, and then over the course of the FIFA Women’s World Cup 2023 tournament. Australia’s now iconic branding appeared on electronic rotating boards positioned on the halfway line at all 32 matches held in Sydney, Brisbane, Melbourne, Adelaide and Perth. Jessica Hamilton, Austrade General Manager Communication and Marketing, said Australia’s Nation Brand is used to promote and tell the stories of Australia’s people, places and their products across trade, investment, international education and the visitor economy, providing free digital marketing assets to Australian businesses. “The Nation Brand helps to show international audiences that we are as famous for our smarts as we are for being friendly and down to earth. We are a country that drives breakthroughs in science, technology, medical technology and energy, and we offer world-class products in education, culture,” said Ms Hamilton. “Austrade acts as the custodian of Australia’s Nation Brand, and we are privileged to manage the unifying brand that provides more than 440 free marketing assets to help Australian businesses and government organisations promote Australia. “More than 36,000 assets have been downloaded by businesses from the asset library so far, which includes the Australia logo, graphic devices, fonts, and colours; templates to support digital marketing, events and exhibitions, reports, brochures; a storytelling
The FIFA Women’s World Cup Australia & New Zealand 2023™ shattered match attendance and television viewership records, largely due to the Matildas’ history-making performance. The tournament also showcased our close partnership with New Zealand, including a shared commitment to gender equity in sport and our close economic relationship.
guide; and a suite of photography reflecting Australia by people, place and product,” said Ms Hamilton.
Across England – an important commercial partner with new opportunities under the recent Australia-UK Free Trade Agreement – the BBC attracted a peak audience of 12 million viewers on BBC One. While ITV, which also aired the final, hit a reported peak of 14.4 million, according to figures from ratings compiler Barb. In Spain, 5.6 million watched the final, and peaked at 7.4 million viewers, with data published by Barlovento Comunicacion noting it was the highest ever TV audience for a women’s football game. Across Australia, driven by the Matildas’ history making performance, almost 18.6 million Australians watched the tournament across the screens of Seven, including 14.76 million reached on broadcast and 3.82 million on 7plus. Australia’s Matildas’ semi-final against England’s Lionesses became the most-watched TV program in more than two decades. It reached 11.15 million and had an average audience of 7.2 million, attracting the highest viewers of the Matildas’ seven matches.
The final reached 5.54 million Australians and drew an average national total audience of 3.08 million on channel Seven and 7Plus. The Economic Return of Nation Brand study notes the value of a country’s branding correlates to factors that contribute to economic prosperity. Australia’s brand was ranked 10th overall and in the top 10 across all key areas according to the 2022 Anholt-Ipsos Nation Brands Index (NBI) index. Rankings were informed by feedback collected from 60,000 interviewees in 20 panel countries. The Nation Brand has also been showcased at other significant international events. In 2022, it was featured at the United Nations Climate Change Conference (COP27) in Egypt, Asia Fruit Logistica in Bangkok, GamesCom in Germany, and during the Prime Minister’s visit to Indonesia. To learn more about Australia’s Nation Brand, and download your
Co-created with Indigenous designers, Balarinji, it is an
‘umbrella’ brand to create a more unified presence for Australia and Australian business on the world stage, that any Australian business can access and use in their marketing collateral. “During the FIFA Women’s World Cup 2023™, the largest women’s sporting event in the world, Australia’s Nation Brand was seen by over 1.2 million fans across the 32 matches held at Australian venues. “The Nation Brand was also seen by tens of millions of record-breaking television audiences domestically and internationally, across markets such as Canada, China, England, France, Germany, South Korea, and Spain, all important trade and investment partners,” added Ms Hamilton. According to data from FIFA, the China PR v England match had the highest reach for a single match anywhere in the world with 53.9 million Chinese viewers watching some part of their team take on England.
free marketing assets, visit www.brandaustralia.com
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business envoy
Department of Foreign Affairs and Trade
business envoy
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