Qld to use Dicks one-liner to sell Sunrise State to the world
A new dawn is set to rise on the Sunshine State as it rebrands as the “Sunrise Stateâ€.
Trade and Investment Queensland, a government body that promotes global investment in the state, registered for the “Sunrise State†trademark in Australia on August 30, borrowing the phrase from a one-liner Treasurer Cameron Dick used during this year’s budget speech.
Queensland Treasurer Cameron Dick coined the Sunrise State in Queensland during his budget speech in July. Credit:Attila Csaszar
“Queensland has long been called the Sunshine State; I like to think of it as the Sunrise State,†he said in July, “because Queenslanders take each day as it comes, and we back ourselves every step of the way.
“We will move early to chase new dawns, to capture the opportunities of every day.â€
The Palaszczuk government remained coy on its plans for the phrase, with a spokesman simply saying Trade and Investment Queensland registered Sunrise State to support its international promotion and marketing efforts.
“The future use of the phrase is yet to be determined,†the spokesman said.
But it seems Queensland isn’t the first state to pounce on the name. India’s Andhra Pradesh â€" home to more than 49 million people â€" has been known as the Sunrise State for years.
Florida in the US has also long laid claim to “the Sunshine State†as its official nickname.
It is not the first time the government has tinkered with its nickname, with former Labor premier Peter Beattie rebranding Queensland from the Sunshine State to the Smart State â€" a motto that was even rolled out to vehicle number plates â€" while investing billions of dollars in science, research and innovation.
Promotion of the name was scrapped a decade later in 2012 under the LNP, when Campbell Newman’s government let the Smart State trademark lapse by not paying the renewal fee.
At the time, Mr Newman cited “cost-cutting†as the reason to retire the trademarks “Queensland the smart state†and “The Smart Stateâ€, which would have cost $5400 each to renew, plus $18,000 each a month to maintain.
“Queensland the smart state†was snapped up by a man named Jonathan Christopher, who registered the trademark last year for educational purposes, with renewal due in 2030.
No Queensland government department or body holds a trademark over Sunshine State or any similar iteration, while the domain name for sunrisestate.com.au has not been registered.
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