Share your views on the Australian Made Export Initiative

In 2019, the Federal Government awarded Australian Made Campaign Ltd a grant for three years to increase the profile and awareness of the Australian Made logo in key export markets and undertake a range of enforcement activities to protect the logo.

Despite the challenges presented by the COVID-19 pandemic, Australian Made has successfully delivered a range of initiatives in 11 unique export markets to enhance the reputation of the logo and Australian products, in support of Australian Made licensees and exporters.

Activities delivered have included sponsorships, retail activations, events, brand collaborations, tradeshows (virtual and physical), e-commerce store development, high-end shoppable digital magazines, trademark registration, trademark breach investigation, research, export capability development, brand campaigns, digital activations and social media campaigns.

Have your say

You recently received a Licensee survey from Roy Morgan Research seeking your feedback on activities delivered by Australian Made under the Federal Government Grant.

Didn’t get the survey? Email Roy Morgan at surveys@roymorgan.com or phone 1800 337 332.

If you’ve forgotten what went on, here are some of the highlights!

International research

Horizon Consumer Science surveyed over 4,400 consumers across Canada, China, France, the United Arab Emirates (UAE), the United Kingdom (UK) and the United States of America (USA) to assess perceptions of the Australian Made logo, Australian products and international shopping preferences.

Australian Made Digital Runway

Australian Made partnered with PayPal Melbourne Fashion Festival to create a bespoke Australian Made digital runway and digital magazine. These assets showcased high-end Australian Made fashion and featured 10 licensed designers that export or have a retail presence in the USA and UK.

International trade events

The Australian Made logo featured at a number of high-profile trade events in multiple export markets including:

• China International Import Expo in Shanghai in 2020, 2021 and 2022
• Expo2020 Dubai
• Business networking events in South Korea

Retail branding and promotions

The Australian Made, Australian Grown logo was used to promote Australian Made products across a variety of retailers around the world, including:

• Tops, Central Food Hall, Makro (Thailand)
• Costco (South Korea)
• Little Farms (Singapore)
• Choithrams (UAE)
• Lane Crawford (Hong Kong)
• Ranch Market, Farmers Market, The Gourmet (Indonesia).

Australian Made in the USA

Australian Made partnered with the NBL Adelaide 36ers on their 2022 USA tour playing against two NBA teams (Phoenix Suns and Oklahoma City Thunder). Australian Made had official partner status with on-court player kit and courtside branding, website promotion and on-court gameday activations.

Alipay e-Shop and local store

Australian Made launched its first-ever Alipay e-Shop, which allowed Australian Made licensees to sell their products directly to consumers in China and Australia. The store was complemented with in-app and external media marketing campaigns targeting specific seasonal shopping periods such as Double 11 and Double 12, Christmas and Chinese New Year.

Kylie & Danni Minogue supporting Aussie Made

Australian icons, Kylie Minogue and Dannii Minogue teamed up with Australian Made to help educate consumers in the UK and USA to spot authentic Australian products. The light-hearted ‘Genuine Aussie’ social media campaign saw the famous Australian sisters assess each other’s Aussie credentials to ultimately be judged a ‘Genuine Aussie’, just like the products that carry the Australian Made logo.

Promoting the export message at home

Australian Made conducted a number of campaigns to help educate Australian growers and manufacturers about the value that the Australian Made logo can bring in export markets. A number of these campaigns featured basketball great, Andrew Gaze, an NBA and NBL champion and five-time Olympian, as well as Melbourne United captain and Australian Boomer Chris Goulding. These campaigns were rolled out across radio, online and social media.

Trademarks

With an additional seven country registrations completed, the Australian Made logo is now registered in 17 countries. These are China, the European Union, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand, the UAE, UK, USA and Vietnam. The symbol’s registration in these countries provides an important mechanism to protect the logo.

Asia Capability Development

In addition to the development of two Asia Market Opportunity guides, Australian Made also conducted eight different interactive export training programs. The programs provided an overview of the country or region of focus, consumer and business profiles, cultural nuances, and also provided a range of key considerations when looking to export into different Asian markets.