BHP Billiton has unveiled a rebranding campaign that sees its name revert to BHP.
The diversified mining company, known as The Big Australian, or for the past 16 years, BHP Billiton, today launched the $10 million Think Big brand campaign in Australia.
BHP chief external affairs officer Geoff Healy said Think Big was designed to demonstrate the important role the company plays in the Australian economy and community, and more broadly in global economic growth and development.
“We fundamentally believe that as society changes it is up to us to make the case – more confidently and effectively – for the positive role that well-run and responsible companies play in society,” said Healy.
“The advertisements will talk about the importance of our Australian heritage, our contribution and our commitment to communities where we operate. The campaign will focus on what people can and should expect of us.
“In launching Think Big, we will take the opportunity to change our logo and move to a brand that Australians have known us by for generations – BHP. This abbreviated simple expression of our organisation is used colloquially around the world.”
The campaign launch includes two 30 second TV commercials, which will be accompanied by print and online advertisements and leveraged through social media.
As the campaign progresses, the materials will grow and evolve, according to BHP. Think Big will also be launched globally in a phased approach into other markets where the company is located.
The campaign was developed at various locations, including BHP birthplace, Broken Hill in New South Wales.
BHP started life as the Broken Hill Proprietary Company in 1885. After merging with South Africa’s Billiton in 2001, it became BHP Billiton.