South Australia's peak business group has suggested the state be renamed to make it more attractive and recognisable internationally.
Business SA chief executive Peter Vaughan says the State Government should hold a competition for a new name as part of a big rebranding effort, the Adelaide Advertiser reports.
"Instead of mucking around with branding, if we're going to be bold and rethink our brand how about thinking of a new name for South Australia," he said.
Premier Jay Weatherill has asked Economic Development board to examine ways the state could be rebranded but the brief does not include a new name.
Mr Vaughan said trying to market the state under its current name was like "trying to write with white ink in snow".
"The main fact (is) the words South Australia cause a problem," he said.
"I've been with two Premiers on three overseas trips and whenever we go somewhere that's not familiar with Australia the words South Australia are impossible to understand.
"(It) means to everybody from overseas the whole of the south of Australia. And the initials SA mean South Africa to most other people in the world."
Mr Vaughan has not made any suggestions as to what the new name should be.
Advertising icon John Singleton in 1999 suggested South Australia should be renamed Bradman after the legendary Australian cricketer.
Source: Adelaide Advertiser
Author: Will Jackson. Authorising editor: Henri Paget.