Inspired by New Zealand and South Africa's 100% Pure NZ and Rainbow Nation tags, the Australian government has put AUS$20 million (£10.2 million) into finding a new identity.
Simon Crean, the country's trade minister, has challenged a number of top Aussie marketing agencies to come up with a new slogan, image, or logo that best exemplifies the nation.
Speaking at the launch of the new initiative, Mr Crean said: ''We have won ten Nobel Prizes and we are a nation bursting with creativity and ingenuity."
Last week saw New Zealand tourism chiefs announce they expect to see a new sports event boost visitor numbers to the country.
The biennial 100% Pure New Zealand Winter Games kicked-off last Friday (August 21st).
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