Tourism Australia wants visitors to find a new Philausophy of life Down Under


Tourism Australia (TA) has launched a new three-year global campaign highlighting “the distinct and defining character of Australia and of Australians” to attract more visitors to experience the way of life Down Under.

The new Come Live Our Philausophy campaign, which has been developed with agency partners M&C Saatchi, Digitas and UM, is a deliberately Australian play on words that aims to capture the philosophy of Australians and their informal approach to living, which according to TA is highly appealing amongst visitors based on research.

“We know from our research that 70 per cent of international travellers believe that Australians have a different perspective on life; 79 per cent believe that 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,” TA’s managing director Phillipa Harrison said.

“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.

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’.”

Federal tourism minister Simon Birmingham said TA’s latest global campaign strategy is part of an A$38 million (US$27 million) investment that will be rolled out in 15 key tourism markets over the next three years to attract more international tourists Down Under.

“Our A$143 billion tourism industry is such a vital part of our economy and in order to grow the industry further and create more tourism jobs, we need to find new ways to sell Australia and differentiate ourselves. In such a competitive global market, the sell is tougher than ever. We need to stand out from the crowd and find a unique selling point that sets us apart from our competitors,” Birmingham said.

“Philausophy aims to do this by not only encouraging people to book a flight to Australia and visit our incredible destinations but go a step further and actually immerse themselves in the best of the Australian way of life. At its core, Philausophy is about giving travellers from around the world a taste of what makes Australia such an enjoyable destination by shining a spotlight on the people, lifestyle and personality that make Australian experiences so memorable.”

A suite of new creative assets has been developed for the Philausophy campaign, including over 5,000 new images captured across every state and territory, a series of industry videos, bespoke social content, a refresh of and, and a book featuring well-known Aussie icons sharing their perspectives and experiences on the unique Australian way of life.

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