Tour operators front Tourism Australia’s new $38m marketing campaign
The distinct and defining character of Australia and of Australians will be celebrated in a new campaign unveiled by Tourism Australia today.
The campaign, ‘Come live our Philausophy’, aims to capture the philosophy of Australians and their informal approach to living – something that is appealing to visitors, according to research by Tourism Australia.
Federal Tourism Minister Simon Birmingham said Tourism Australia’s latest global campaign strategy is part of a $38 million investment that will be rolled out in the country’s 15 key tourism markets over the next three years to attract more international tourists Down Under.
“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,” 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.”
“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.”
Tourism Australia managing director Phillipa Harrison said philausophy was all about elevating one of Australia’s greatest assets – its people.
“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,” 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’.
Harrison said the campaign will be brought to life by the local tourism industry, “because who better to talk about the Australian way of life than the tourism operators who live it themselves every day”.
“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,” she said.
Experience our uniquely Australian way of life.
Come live our Philausophy.#seeaustralia #philausophy pic.twitter.com/DHacV4x9jr
— Australia (@Australia) October 29, 2019
Alongside a series of industry videos, a suite of new creative assets have been developed for the campaign, including over 5,000 new images captured across every state and territory.
The campaign will also include bespoke social content, a refresh of the australia.com and Australia.cn websites, and a book featuring well-known Aussie icons who provide their own personal perspectives and experiences that help explain the unique Australian way of life.
The campaign was developed with agency partners M&C Saatchi, Digitas and UM, and will start rolling out internationally in the coming months.
Tourism Australia also revealed to Travel Weekly that it will launch a “time-specific” iteration of the Dundee ad, which appeared during last year’s Super Bowl and has won several awards, in the next few months.
“We do have our next Dundee, but not for the US – we’re looking at a different market,” Tourism Australia chief marketing officer Susan Coghill said.
Tourism Australia wouldn’t confirm or deny if a Hemsworth would front the next Dundee ad. However, Harrison did offer Travel Weekly this vague clue: “You can expect a notable Australian whose love of Australia is epic.”
Earlier this month, Tourism Australia launched a campaign that aims to attract Indians to the country during the men’s and women’s ICC Cricket World Cups in 2020.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
Come Live our Philausophy marketing campaign Philausophy tourism australiaLatest News
Tourism Western Australia MD Carolyn Turnbull departs
Tourism Western Australia MD Carolyn Turnbull is departing the agency with effect from Friday May 10. Over the past three years, Turnbull played an instrumental role in driving growth, with one of the agency’s most significant achievements being the increase in visitor spend. Under her leadership, Tourism WA achieved a record breaking $17.7 billion in […]
DriveAway launches Brit-Euro Blitz campaign
DriveAway has launched its Brit-Euro Blitz: Explore the UK, Europe & Ireland campaign, designed to inspire travellers to uncover the beauty and diversity of those destinations during May and June. The campaign arrives amidst a surge in popularity for destinations across the UK, Europe and Ireland, with year-to-date increases averaging around 30%. Notably, cities such […]
Fly and Stay Free with the Great Southern
Great Southern’s Fly and Stay Free special offer will have travellers taking in the views along the east coast between Adelaide and Brisbane next summer. This bright orange locomotive chases the summer sun, sharing the incredible coastline with those who want to experience it by train. The journey reflects the best of Australia, from charming […]
Sober travel and TikTok guide Australian Gen Z trips
Gen Z travellers prefer to limit alcohol when overseas and have an increased reliance on TikTok when planning a trip, according to a report by StudentUniverse, the world’s largest online travel retailer for young people. The State of Student & Youth Travel Report for 2024 delved into the latest travel sentiments amongst those aged 18-25 […]
Travel DAZE Exec Agenda REVEALED: top execs to speak on airline competition
As the industry reels from Bonza's implosion, it is more important than ever to ask the big questions.
TTC: Deals are driving up demand for September trips
The latest market research from TTC Tour Brands shows interest in international leisure travel remains high for 2024, with 77 per cent of Australians over 18 still planning trips this year. Notably, 28 per cent of those travellers are eyeing September for their journeys. Europe continues to be the most popular destination, with 68 per […]
Skroo says Rex will need deep pockets to fill lost Bonza slots
The door is open for Rex, and anyone else who wants to launch a regional Aussie airline...
Sno’n’Ski Holidays unveils 2025 mega famil to Colorado!
Let the games begin - this is certainly not a famil that you will want to miss!
Walk Japan launches Kyoto: Mountains to the sea walking tour
There are two types of people, one who enjoys walking on holiday and another who enjoys sipping Mojitos by the pool.
Which destination had a 48% boost in bookings following 10 MILLION TikTok views?
Here's a clue: it's not Malabar Beach.
Asher Telford appointed General Manager of SeaLink Whitsundays
Telford has plenty of reasons to smile after SeaLink doubles down and makes him GM after buying his tourism operation.
Qantas ‘working urgently’ to fix app data leak
Qantas is looking into customer reports that passengers have this morning been able to access other passengers’ personal information on the airlines app. X user Lachlan posted that he was able log into different accounts every time he opened the app. My @Qantas app logs me in to a different person each time I open […]
Hilton Expands Presence in North Queensland with the signing of Hilton Garden Inn Townsville
Heading to a North Queensland Cowboys clash? Hilton Garden Inn Townsville is set to open, but not until 2026.
Rail Europe ANZ: making dream journeys come true
Rail Europe's running a lottery! You're not going to win millions, but you might just snag a free holiday.
Bonza’s future on knife edge
It would seem a long road back from here, perhaps a knife's edge is too much credit.
Revamped Wailoaloa Beach hotel opens as Crowne Plaza Fiji Nadi Bay Resort & Spa
Crowne Plaza Fiji Nadi Bay Resort & Spa is open and ready for bookings after the first phase of a multi-million-dollar transformation. Part of IHG Hotels & Resorts’ premium collection, the transformation has seen the completion of 106 guestrooms showcasing contemporary interiors reflective of the premium Crowne Plaza brand and is a first for the […]
Nielsen Data reveals brands spending big to attract Aussie tourists
Trip A Deal, Virgin and Ignite Travel walk into a bar, blow their cash on travel advertising instead of the pokies.
Kamalaya Koh Samui clinches clutch of wellness awards
Kamalaya Wellness Sanctuary & Holistic Spa has so far clinched five prestigious awards in 2024, including being inducted into the ‘Hall of Fame’ at the World Spa & Wellness Awards in London. Founders of the Koh Samui sanctuary and spa John and Karina Stewart expressed their heartfelt gratitude for the awards. “We are profoundly honoured […]
Jetstar offers 200,000 return for free flights to celebrate 20th anniversary
Jetstar hits 20 and everyone else gets the presents with free return flights to domestic and international destinations.
Amora Hotels & Resorts set to double APAC portfolio, announces new Sydney office
Staff in the new Sydney office have been welcomed by a week of rain on the forecast.
RIU opens Chicago hotel and rooftop bar a few steps from the world-famous Magnificent Mile
Rooftop cocktails hold a dear place in your heart? Look no further than RIU Chicago.
How can travel agents best sell cruises? Uniworld’s Alice Ager tells all: Travel Weekly TV
Agents, you don't want to miss this. Yes, that's the case with everything in the newsletter, but we really mean it here!
South Africa bookings are back in action
It's a wrap! South Africa in the news with resumed flights, film fest and booking tech.
Agents’ chance to score free spot on Intrepid trip to Antarctica
This is the trip of a lifetime, even if you are scared of the cold!
Bonza nosediving amid mass cancellations and reports of repossessed planes
Bonza's days appear to be numbered as the low-cost carrier today announced mass cancellations around the country.
Amy Poehler joins Vivid Sydney event
Oh Joy! Hit comedian Amy Poehler will make an emotional appearance at the Sydney Opera House for Vivid.
Pullman Sydney Penrith ties up with Trilogy Hotels, announces new GM
The crew from Trilogy hotels doing their best impression of the Penrith front row here.
Linkd appoints Carolyn Nightingale and Lawson Dibb to new roles
Linkd Tourism sings praises of Carolyn Nightingale and dubs Lawson Dibb as Kyushu Tourism Office guru.
Celebrity Ascent makes its European debut
Choosing to cruise this northern summer? Celebrity Ascent promises to raise the bar.
NCL opens sales for Norwegian Sun’s APAC debut, announces 14 new voyages
It was to be 13 new voyages we heard, but given the numbers unlucky nature, an extra had to be thought up.
Inside Travel Group appoints Tom Welland Global Trade Marketing Manager
Heidi's Tom Welland heads to Inside Travel Group as its new Global Trade Marketing Manager.
Federal Government rolls out $1.4m program to promote careers in tourism across regional NSW
The Government taking a break from some of its pointier issues with some work in our incredible industry!
Australian visitors to South Korea surge
Japanned out? Aussies are adding South Korea to their bucket list.
G Adventures celebrates Dr. Jane Goodall’s 90th with new wildlife-focused trips
Fancy yourself as a bit of a conservationist? Put your skills to the test on the Jane Goodall collection.
Virgin Australia says suspended flights to Bali result of Boeing MAX delays
If only we had a company like Boeing to blame our mistakes on. Any takers? Get in touch!
Airline Review: Singapore Airlines Business Class – A380-800
The iconic Singapore Airlines' A380-800 is in a class of its own - business class that is.