Australia's new tourism campaign
Tourism Australia has released it's new campaign 'Come Live our Philausophy' focusing on our informal approach to life.
Celebrity chefs, comedians and a billionaire businessman are among the famous faces enlisted to spruik Australia in a new $38 million tourism campaign.
Actor Chris Hemsworth and Paul Hogan will also lend their star power to Tourism Australia’s “Come Live Our Philausophy ” campaign, which seeks to promote Australians’ informal approach to life.
Federal Tourism Minister Simon Birmingham said the multi-million dollar campaign would be rolled out over three years in 15 key tourism markets in Europe, North America and Asia.
“In such a competitive global market, the sell is tougher than ever,” he said. “We need to stand out from the crowd and find a unique selling point that sets us apart from our competitors.”
The campaign, which will be launched at Sydney Opera House on Wednesday, is centred around nine “philausophies” including mateship, love of nature, no worries attitude, generosity of spirit, sense of adventure and boundless optimism.
Chefs Curtis Stone, Kylie Kwong and Ben Shewry will feature in the campaign as well as comedian Adam Hills, surfer Mick Fanning, writer Kathy Lette and Atlassian co-founder Mike Cannon-Brookes.
Singer Kylie Minogue and filmmaker Warwick Thornton will also be featured during the three-year campaign alongside tourism operators.
Previous tourism campaigns featured Hogan promising to slip an extra shrimp on the barbie and Lara Bingle asking ‘Where the bloody hell are you?”
Tourism Australia managing director Phillipa Harrison said the Australian character and way of life has long been woven into tourism campaigns.
“The journey perhaps began with Paul Hogan and Come Say G’Day,” she said. “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.”
Senator Birmingham said the campaign was designed to encourage visitors to immerse themselves what he called 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,” he said.
The campaign was informed by research that found 70 per cent of “high-value” travellers believed Australians had a different perspective on life and 73 per cent found the Australian lifestyle appealing.
A Tourism Australia spokeswoman said Australia is also consistently ranked highly for being friendly, warm and welcoming towards visitors.
“In an increasingly cluttered and competitive global travel market, we need to cut through with a unique selling point that distinctly sets Australia apart from its competitors,” she said. “We believe our new campaign – ‘Come live our Philausophy’ - will help us to do that.”
Australia received 8.6 million international visitors, aged 15 years and over, in the 12 months to June 2019 - 3 per cent more than the previous year.
China continues to be the biggest source of international visitors with 1.32 million tourists followed by New Zealand (1.27 million), United States (764,000) and United Kingdom (674,000).
However, the tourism industry faces significant challenges in attracting international visitors, she said.
“Australia being perceived as a once-in-a-lifetime destination which can be put off for another day because of rational factors such as time, distance and cost,” she said.
“Lack of fashionability is due to limited knowledge of Australia’s offering outside of iconic experiences which leads to consumers feeling they’ve seen and heard it all before.”