Uploaded May 2018 | Updated September 2026, 1 week ago
When Bill Muirhead took up his role of Agent General in London he decided his first role must be to ‘rebrand’ the State. He found there were a number of conflicting and confusing issues which needed to be addressed and simplified. Not least the abbreviation by us of South Australia to SA. In overseas markets, SA meant South Africa and sometimes Saudi Arabia. An urgent need for the rebrand became apparent when Bill was asked by the UK Department of Trade & Industry to brief a delegation going down to ‘Southern Australia’. Upon arriving in Whitehall, he was introduced as the Agent-General for Southern Australia from Melbourne. If the British Government didn’t know where South Australia was, what hope did we have in other countries? Something needed to be done! This intriguing and dynamic discussion with Bill takes us on a branding journey and what ‘action points’ do we need to consider for the future of South Australia’s place in the world.
When Bill Muirhead took up his role of Agent General in London he decided his first role must be to ‘rebrand’ the State. He found there were a number of conflicting and confusing issues which needed to be addressed and simplified. Not least the abbreviation by us of South Australia to SA. In overseas markets, SA meant South Africa and sometimes Saudi Arabia. An urgent need for the rebrand became apparent when Bill was asked by the UK Department of Trade & Industry to brief a delegation going down to ‘Southern Australia’. Upon arriving in Whitehall, he was introduced as the Agent-General for Southern Australia from Melbourne. If the British Government didn’t know where South Australia was, what hope did we have in other countries? Something needed to be done! This intriguing and dynamic discussion with Bill takes us on a branding journey and what ‘action points’ do we need to consider for the future of South Australia’s place in the world.
