The real cost of an attempted rebrand by the Bureau of Meteorology has been revealed to be thousands more than initially thought.
The BOM’s botched rebrand cost more than $220,000, the Guardian has reported.
The agency caused a stir after asking media organisations to not refer to it by its initials (BOM), but rather by its full name or as “the Bureau”.
The move was subject to ridicule online after it was revealed the agency did not secure Twitter handles featuring its new name.
Previous reports stated that a contract of almost $70,000 was awarded to the C-Word Communications Agency for “brand implementation” in September 2021.
That figure includes funds for updating the organisation‘s logo and visual style, conducting research and for media engagement.
The move has been slammed by Environment Minister Tanya Plibersek amid intense scrutiny of the organisation.
“With the severe weather we’re experiencing right now, what matters is accurate and timely weather information for communities,” Ms Plibersek said on Twitter.
“My focus and the focus of the BOM should be on weather, not branding.”
The BOM’s nickname is here to stay according to Assistant Minister to the Prime Minister Patrick Gorman.
“I think when it comes to the BOM, they earned that nickname,” he said.
“They should be proud of it and embrace it.
“Obviously, the Environment Minister is reviewing all of the circumstances that led to this not ideally timed announcement, but, yeah, I don‘t think the BOM is going to get away from their name anytime soon.”
Ms Plibersek said her office has asked for more information about the costs and contracts related to the rebrand.