AIMEX and SYBA to launch Australia Unlimited brand in Monaco

CEO of AIMEX, Mary-Anne Edwards.
Jeni Bone
Australia’s premier internationally focused marine industry organizations, the Australian International Marine Export Group (AIMEX) and Superyacht Australia, are putting their joint weight behind a strong Australian presence at the 2011 Monaco Yacht Show this month.

To ensure a high profile at this event, AIMEX and Superyacht Australia are launching for the first time to the marine sector the new Australia Unlimited brand.

Building Brand Australia is an Australian Government program to better communicate our credentials as a world business partner and global citizen. In 2010 the Australian Government endorsed Australia Unlimited as the consistent branding approach that reflects the broader capability of contemporary Australia.

Developed by global advertising agency M&C Saatchi following industry consultation, a public tender and extensive international and domestic research. Research was run in 14 countries and with 14,000 participants.

Like Australia’s new branding, the Australian Superyacht and marine industry represent a dynamic Australia.
The Australian marine industry has earned its place on the world stage through innovation and technology. Australia’s superyacht sector and related services are world leaders.

Highlighting the strength of the marine industry in Australia, the stand will showcase a number of the country’s leading marine manufacturers, yacht builders and refit specialists including Coursemaster Autopiliots, Hydrive Engineering, Muir Winches, Azzura Marine, Rivergate Marina & Shipyard, VEEM Propellers and Stormy Australia. The stand will also promote Australia as an idyllic cruising destination, profiling the entire Australian Superyacht industry and its capabilities.

Australia Unlimited
AIMEX ©


Ocean Media, publisher of the well known Great Southern Route and acclaimed Ocean Magazine will also be at Monaco promoting the Australian superyacht industry and their publications which are targeted at the Superyacht sector.
Superyacht Australia Chief Executive MaryAnne Edwards says 'This is an exciting opportunity to showcase the innovation of Australian marine manufacturers, and raise Australia’s profile as a destination for international superyachts. Our aim is to ensure Australia is on every superyacht cruising itinerary.'

Highlighting the significance of this event for Australian companies Superyacht Australia will be joined on the stand by Dr Nicholas Baker, Trade Commissioner & Counselor Commercial Austrade, Australian Embassy Paris.

The Australian International Marine Export Group (AIMEX) is the peak body for the Australian Marine Export Industry, which generates over 1.2 billion dollars a year for the Australian economy. Its primary purpose is to develop and promote Australia’s thriving Marine Industry to the world.

Established in 1999, Superyacht Australia (SYBA) was formed to develop a superyacht industry for Australia and to establish Australia as a preferred destination for the world’s fleet of luxury yachts.

More at www.aimex.asn.au