project

Team Defence Australia (TDA) is the premier national marketing platform of the Australian Department of Defence, aimed at promoting Australia’s defence capabilities and expertise on the global stage. In 2022, TDA participated in Eurosatory, a leading international defence and security held in Paris, France. Held every two years, it was important to integrate Australian’s Nation Brand and promote the Australian delegation to stand out among the crowd of over 100,000 industry professionals.

TDA’s brand space focused on highlighting Australia’s unique and diverse culture, heritage, and abilities through its Nation Brand. The Nation Brand was prominently displayed throughout the exhibition space, including a large overhead banner with build-in LED screens showcasing the brand and participating companies. The dynamic visual movement of the screens helped attract attention and stand out among other exhibitors. Over 50 businesses and government representatives were on display, showcasing the breadth and depth of Australia’s defence industry.

Our innovative exhibitor pod design promoted the team culture of the TDA program and maximised space and visibility for all participants. A coffee bar featured centre to the brand space with a barista serving the famous Aussie Flat White, welcoming all visitors and creating a relaxed and inviting atmosphere.

Overall, TDA’s brand space at Eurosatory was highly successful, generating significant interest and attracting a large number of visitors to the stand. The use of the Nation Brand elevated Australia’s reputation on the international stage, creating a welcoming and collaborative environment, fostering connection and collaboration between the Australian delegation and visitors.