Tourism Australia launches new ‘Philausophy’ global marketing campaign

New message from the nation’s tourism body is that it wants the world to take a dose of Australia for what ails them

Tourism Australia has today launched its new Australian tourism campaign globally, built on the theme ‘Come Live our Philausophy’ and inviting the world to experience first-hand the uniquely Australian way of life. 

It’s not a spelling mistake, but instead a deliberate Australian play on words, using Philausophy to capture the philosophy of Australians and their informal approach to living, which the tourism body’s research found is highly appealing to visitors.

Tourism Australia said it’s evolving its long-standing and successful ‘There’s nothing like Australia’ global campaign platform as part of a deliberate shift to elevate and tap into one of the country’s greatest assets, the Australian personality. The new campaign for Down Under debuts on both sides of the globe in Sydney and London.

“We know from our research that 70 per cent of international travellers believe Australians have a different perspective on life; 79 per cent believe the Australian people are an important part of the Australian lifestyle; and 82 per cent would like to travel to Australia to experience our lifestyle,” said Tourism Australia managing director, Phillipa Harrison.

As part of the content strategy, Tourism Australia has published a Philausophy book featuring well-known Australian sharing their stories. The star-studded launch in Sydney included appearances from some of those who have contributed to the book, including Australia Zoo owner, Terri Irwin, author, Kathy Lette, chef, Kylie Kwong and Hollywood actor, Chris Hemsworth, who all spoke on what they love about Australia.

Tourism Australia said Philausophy builds on the strong foundations established in recent years through successive campaigns, highlighting what makes Australia appealing as an international tourist destination, such as the food and wine, aquatic and coastal experiences and nature and wildlife. 

As part of the Philausophy theme, Tourism Australia has focused on the people and their personality as part of the new campaign. It believes the combination of the unique nature of Australia and the unique nature of Australians sets the country apart and makes it different  to the world, and is a unique selling point as a tourist brand. 

“The Australian character and way of life has long been woven into our marketing. The journey perhaps began with Paul Hogan and 'Come Say G’Day'. In more recent times Chris Hemsworth, our global ambassador, has been integral in embodying the Australian character for our audiences," Harrison said.

"Dundee too was all about leaning into our personality. And promoting our people is at the core of our Friends of Australia advocacy program. Our new campaign will continue to build on this narrative by inviting the world to come and live our ‘philausophy’."

The new global campaign includes new creative assets for all Tourism Australia markets which encompasses all of Australia and a new look for Australia.com and outdoor, print, digital, social and video advertising. There will be bespoke activations in key markets, a refresh of the website Australia.com. A consumer rollout in all Tourism Australia’s key markets will take place over coming months.

“Philausophy will be brought to life by our industry, because who better to talk about the Australian way of life than the tourism operators who live it themselves every day. Not only will they be front and centre in the campaign, but they will be pivotal in ensuring its success by continuing to be the face of our country’s tourism offering to international travellers,” said Harrison.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.    

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