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National Museum's new branding campaign

23 APRIL 2003

The National Museum of Australia is inviting Australians to "Discover why we are like we are" in a major new branding campaign to be launched next month.

The Land, Nation, People campaign takes advantage of a major sponsorship agreement with APN News Media Ltd and re-affirms the National Museum as Australia's premier social history museum.

"Research has shown Australians have limited knowledge of the National Museum. Those who do know of us also assume that, because we're a national institution in Canberra, we must be full of traditional historical objects and facts," said National Museum Director Dawn Casey. "Nothing could be further from the truth!"

More than 1.75 million people have visited the National Museum since it opened in March 2001 to mark the Centenary of Federation. Featuring high-tech multimedia and state-of-the-art exhibition design, the Museum is the first in the country devoted to telling the stories of Australia and Australians.

"The National Museum lets visitors discover something about themselves as they explore the key issues, events and ordinary and extraordinary people that have shaped and influenced our nation," Ms Casey said.

Extensive research on the awareness and creative direction was conducted to develop the campaign, which aims to extend the profile and roll out the unusual personality of the National Museum.

The creative brief from Sydney firm Jack Watts Currie highlights the National Museum's themes of Land, Nation and People, showing the colourful building complementing the beautiful surroundings of Canberra's Acton Peninsula.

The year-long outdoor advertising campaign targets the Sydney, Melbourne and Canberra markets, using Cody Premium Outdoor billboards and Buspak signage.

"APN's sponsorship and philanthropic contribution to such an important new national institution and its education programs underlines our shared commitment to telling Australia's stories," said APN Educational Media's CEO Brian Wexham.

For more information please contact Public Affairs Director Martin Portus on 02 6208 5351, 0409 916 481 or email m.portus@nma.gov.au