Inviting the world Down Under to experience first-hand the Australian way of life, Tourism Australia has just unfolded its new campaign – ‘Come Live our Philausophy’.
“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,” said Australia’s Tourism Minister, Simon Birmingham.
Philausophy is about Aussie people and their unique way of thinking about living. It’s an invitation to a laid-back friendly way of life that has to be experienced first-hand.
Based on extensive research, Tourism Australia has identified nine core Philausophies, – balanced lifestyle, mateship, storytelling, generosity of spirit, love of nature, no worries attitude, sense of adventure, boundless optimism and the Australian flavour. But it’s not about any one of them – it’s about all of them.
This latest global campaign strategy is part of a $38 million investment that will be rolled out in Australia’s 15 key tourism markets across Europe, North America and Asia including India over the next three years to attract more international tourists.
India is currently the fastest growing inbound market for Tourism Australia with five consecutive years of double-digit growth. The 2020 arrivals goal of 300,000 Indian visitors was achieved in December 2017, three years ahead of target date.
The campaign which will feature many high-profile Aussies such as Hollywood superstar Chris Hemsworth who is also the global ambassador for Tourism Australia.
He was present at the launch and enthralled the audience sharing many of his Aussie experiences.
Tourism Australia Managing Director Phillipa Harrison said that Philausophy was all about elevating one of Australia’s greatest assets and something that we know people from around the world will travel to experience firsthand – its people.
A set of new creative assets have been developed for the Philausophy campaign promoting the Australian lifestyle and attitude as much as iconic destinations and landmarks. This includes over 5,000 new images captured across every state and territory by 14 passionate Australian photographers.