Advantage West Midlands has earmarked a three-man team in Australia to sell the benefits of the region and encourage inward investment.
AWM, in partnership with the East Midlands Development Agency through the British Midlands brand, has appointed Corvon to oversee the running of the Melbourne office.
Three representatives - Glenn McBride, Martin Oakley and Philip Hatton - will be targeting the ICT, medical and manufacturing sectors to encourage companies who are looking to expand into Europe to choose the Midlands as their destination.
The team has already started promoting the region at CeBIT, Australia's leading IT trade show in Sydney, and a medical technologies event organised by the New South Wales government.
There are currently 34 Australian companies operating in the West Midlands employing some 1,500 people from a wide variety of industries including IT, engineering and medical technologies.
AWM has a network of overseas offices, each manned by representatives who are flying the flag for the region. Last year's inward investment figures showing a new record with a total of 4,072 jobs created and 2,144 safeguarded.
Richard Butler, AWM's head of inward investment, said: " Australia is an important market for us and last year we were able to attract six investments, creating a total of 87 jobs.
"The UK provides Australian companies with an excellent springboard into Europe and we are working to make sure the benefits of the Midlands are made clear. This is something we will be looking to build on and the new team in Melbourne will be working on behalf of the region to promote the West Midlands."
Glenn McBride, Corvon marketing director, said: "The Melbourne office is a key part of Advantage West Midlands' efforts to secure investment from Australia.
"By having a presence over here, it makes it much easier to pick up on opportunities for companies who are looking to expand into Europe. Corvon has a track record in providing innovative solutions to both business and government and is looking forward to helping put the West Midlands on the map in Australia."
AWM has offices and representatives in Paris, Brussels, Cologne, Stockholm, Tokyo, Mumbai, Singapore, Sydney, San Jose, Chicago, Washington, Boston and Toronto.