Destinations

Tour operators front Tourism Australia’s new $38m marketing campaign

Huntley Mitchell

Huntley Mitchell

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.

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.

 

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Road & Rail

Road & Rail Wrap: Seven new walking trips from UTracks, Destination NSW unveils Bondi-to-Manly trail + MORE!

After recently trialling the new Bondi-to-Manly trail, we can safely say that a pair of used Dunlop Volleys will not serve you in good stead.

Share

CommentComments

Technology

The hunter or the hunted? Webjet responds to acquisition speculation

by Huntley Mitchell

First it was speculation that Webjet was looking to acquire, and now it’s the other way around. Make sense of it all here.

Share

CommentComments

Aviation

Airlines slam government’s support of airport inquiry findings

Australia’s airlines are shaking their heads in disbelief after the government dismissed the need for an independent arbitrator for airports.

Share

CommentComments

Cruise

Pandaw Ganges river crash raises questions about ambitious itineraries

A recent river cruise crash during low water on the Ganges has begged the question of whether companies in this space are being too ambitious with itineraries.

Share

CommentComments

Destinations

Tourism Australia ambassador Brad Farmer’s 20 best beaches for 2020

Australia’s best beaches for 2020 have been announced, with a few surprise picks and snubs among the lot.

Share

CommentComments

Destinations

White Island update: Seven Australians dead, critically injured return home

As devastating news continues to emerge, questions are being asked around why tourists were allowed to venture onto “one of the world’s most active volcanos”.

Share

CommentComments

Technology

Flight Centre’s FCM becomes first global TMC to achieve Level 4 NDC certification

Here’s some news about the NDC… the new distribution capability, that is. Not the Nimbin District Choir or the Nordic Diving Club.

Share

CommentComments

Wholesalers

CATO’s new consumer-facing travel mag officially launches

Do your clients need a little nudge to make their next booking? Make sure they’re subscribed to this free digital mag to keep them inspired.

Share

CommentComments

Aviation

MAJOR DELAYS: Security scare causes evacuation at Adelaide Airport

Passengers at Adeliade Airport were told to expect “major delays” yesterday afternoon after a security scare saw hundreds evacuated.

Share

CommentComments

Hotels

Hotel Wrap: Pre-register for Club Med, Accor’s new QLD hotel, Hilton launches Tapestry in Australasia + MORE!

Check-in to this week’s extra special Hotel Wrap! Okay, so it’s not EXTRA special – just a little special. And by special, we mean half-baked and caffeine-fuelled.

Share

CommentComments

Cruise

Cruise Wrap: Azamara’s cruise picks for 2019 to 2021, Scenic Eclipse guests get lucky in Antarctica + MORE!

We wrote the Cruise Wrap with our eyes closed today, on account of a slew of wonderful, FOMO-inducing announcements. We’d recommend reading with your eyes open, though. 

Share

CommentComments

Road & Rail

New luxury Australian train service launches

by Christian Fleetwood

Here’s hoping the train’s stopover in Coffs Harbour comes with a photo opp of The Big Banana.

Share

CommentComments