Australian Trade Minister Simon Crean has launched the new Brand Australia in Shanghai.

'Australia Unlimited’ is the new international face selling Australia to the world, and was launched by the Trade Minister at an event at the Australian Pavilion at Shanghai’s World Expo.

The A$20 million Brand Australia is aimed at promoting Australia as an international business destination as much a tourism one.

"We need to market ourselves better to the world," Mr Crean said.
"Australia is known as a great place to have a holiday but it is also a great place to do business, a great place to invest and a great place to pursue an education,” he said.

Mr Crean said Shanghai’s world expo was the “ideal” place to launch the new Brand Australia, with the Australian pavilion already attracting 20 percent of all expo visitors.

China is Australia's largest trading partner. Two-way trade between the two nations was worth A$83 billion in 2008-09.

For more information on Australia Unlimited, click here.