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-------------------------------------------------------------- This story was printed from ZDNet Australia. --------------------------------------------------------------
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Alston launches branding strategy for Aussie tech By James Pearce, ZDNet Australia March 13, 2003 URL: http://www.zdnet.com.au/news/business/soa/Alston-launches-branding-strategy-for-Aussie-tech/0,139023166,120272850,00.htm
A new branding strategy intended to attract investment dollars into the Australian information and communication technology industries was launched by Senator Richard Alston at CeBIT in Hannover yesterday. "Technology Australia", a branding strategy flagged by the Minister at the beginning of the year, will be used to promote Australian technology on an event-specific basis. The government spent AU$200,000 supporting 11 companies on the Technology Australia stand at CeBIT, helping to defray the costs of attending the conference. "This is saying we've got specific strengths here in ICT," a spokesperson for the minister told ZDNet Australia, giving examples of e-security and photonics. The initiative was developed when ICT was tagged along with biotechnology and nanotechnology by the National Investment Framework in December 2002.
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