What
Last month, Tourism Australia unveiled Philausophy, its new $38 million global campaign. The new promotion is the latest evolution of the long-standing There’s Nothing Like Australia global campaign. Philausophy will focus on the strengths of Australia’s people, personality and way of life, which research shows is highly appealing to visitors.
Why It Matters
Australia is consistently a top destination on U.S. travelers’ wish lists. Philausophy will build on the foundations of recent campaigns by Tourism Australia, which have highlighted key destination strengths such as food and beverage, natural beauty and wildlife.
Fast Facts
- The campaign highlights nine “Philausophies”: Balanced Lifestyle, Mateship, Sense of Adventure, No Worries Attitude, Storytelling, Boundless Optimism, Generosity of Spirit, The Australian Flavor and Love of Nature.
- The campaign images were shot by Australian photographer Georges Antoni, while contemporary Aboriginal artist Rachael Sarra designed bespoke patterns and symbols for use in the Philausophy campaign.
What They Are Saying
“Our $143 billion tourism industry is 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,” said Simon Birmingham, federal tourism minister. “Philausophy aims to not only encourage 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 travelers from around the world a taste of what makes Australia such an enjoyable destination by shining a spotlight on the people, lifestyles and personalities that make Australian experiences so memorable.”
The Details
Tourism Australia
www.tourism.australia.com
