Advantage SA, formerly known as SA Great, is being re-named again and will take charge of South Australia's new brand.
First set up in 1981 by the Tonkin Liberal Government in partnership with media organisations, Advantage SA will be renamed Brand South Australia from August 1 and be managed by a new body, bringing together the Economic Development Board (EDB), business and media leaders.
Premier Jay Weatherill said today more than 260 businesses and organisations have registered to use the State brand - with its image of a doorway into the State - with many showcasing it interstate and internationally.
"South Australia's new brand has been well-received in the business community and we want to see it continue to grow," Weatherill said in a statement this morning.
"We are going to expand Advantage SA into a new entity known as Brand South Australia to do that.
"This partnership will involve the State Government working with the Economic Development Board, and media partners.
"By bringing together the State's pre-eminent promotional voice with government, business and media we will be able to strengthen our competitive advantage in key overseas and interstate markets.
"The brand will work best if it is taken up strongly by business, media and marketing organisations.
"That is why it is important that the body that manages it is made up of business, marketing and media leaders."
The branding project will continue to be led by EDB member Darren Thomas, who will become the new entity's Chairman.
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