Tourism Australia’s New Campaign Will Make You Proud to be Aussie

‘Come Live Our Philausophy’ not only encourages people to book a flight to Australia and visit the country’s incredible destinations, but go a step further and actually immerse themselves in the best of the Australian way of life

Tourism Australia has unveiled its new three-year global campaign today, inviting the world Down Under to experience first-hand the Australian way of life.

The campaign, ’Come Live our Philausophy’, elevates one of Australia’s greatest assets – its people and personality – and aims to capture the philosophy of Australians and their informal approach to living, which research shows is highly appealing amongst visitors.

“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,” Tourism Australia Managing Director Phillipa Harrison said.

“The Australian character and way of life has long been woven into our marketing. The journey 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.”

“To say that Australians are laid back, outgoing, and have a great sense of humour would be both buying into widely-known clichés and admitting an absolute truth. An incredible sense of adventure and an insistence on having a great time is truly born into our DNA,” Chris Hemsworth said on the release of the new campaign.

Federal Tourism Minister Simon Birmingham added that Philausophy not only encourages people to book a flight to Australia and visit the country’s 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.

“We know the unique nature of Australia combined with the welcoming and fun-loving nature of Australians sets us apart, and it is this combination that will form a powerful platform for our next wave of exciting new campaigns,” he stated.

The three-minute campaign video, released today, features local tourism operators talking about what they love about their homeland.

“…who better to talk about the Australian way of life than the tourism operators who live it themselves every day,” said Tourism Australia’s Phillipa Harrison. “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.”

A suite of new creative assets have 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 australia.com and Australia.cn, and a book featuring well-known Aussie icons who will have provided their own personal perspectives and experiences that help explain our unique Australian way of life.

The latest global campaign strategy is part of a $38 million investment that will be rolled out in Australia’s15 key tourism markets over the next three years to attract more international tourists.

“Our $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,” Minister Birmingham said. “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.”

See the new campaign video below (and don’t be surprised if you start to feel all patriotic).