SYDNEY: Australia's Trade Minister Simon Crean has led the international launch of the new Brand Australia in the Australia Pavilion at the Shanghai World Expo.

The distinctive concept Australia Unlimited will be the global face selling Australia to the world in the 21st century.

"With 190 nations participating in Expo, this is the ideal place to launch Australia's new national brand," Mr Crean said.

"Australia has a mature and vibrant relationship with China but we want to take it to another level.

"The Australian Pavilion is already attracting 20 per cent of all Expo visitors and Australia Unlimited will add to the attraction."

China is Australia's largest trading partner and two way trade between the two nations was valued at $83 billion in 2008-09.

Brand Australia is a $20 million program to promote Australia as a innovative nation, a valued global citizen and a trusted business partner.

"We need to market ourselves better to the world," Mr Crean said. "Australia is known as a great place to have a holiday but it is also a great place to do business, a great place to invest and a great place to pursue an education.

"International research commissioned to help develop Brand Australia featured interviews with 1000 Chinese consumers. Their general view was that Australia was a 'dynamic, diverse and happy nation'.

"There is more to be done to communicate a more contemporary image of Australia to China and the rest of the world. Brand Australia will help to ensure others appreciate the full versatility and diversity this nation has to offer.

"We want to showcase our many achievements. These include 11 Nobel prize winners, WiFi

technology, the Cochlear bionic ear and a vaccine for cervical cancer.

"Following today's international launch in Shanghai, Australia Unlimited will be on display at the World Cup in South Africa next month, and at the 2010 Delhi Commonwealth Games in October," Mr Crean said.

"The next step will be to begin work on brand architecture and to encourage co-branding by Australian government organisations and businesses," Mr Crean said.

Creative agency M&C Saatchi developed the Australia Unlimited concept.