Tourism Australia wants tourists to live out the ‘philausophy’ of Australia
Tourism Australia is highlighting the welcoming nature of Australians towards tourists with 'Come live our Philausophy' campaign.
Tourism Australia invites tourists to experience the Australian way of life
The campaign featuring Chefs Curtis Stone, Kylie Kwong and Ben Shewry as well as comedian Adam Hills, surfer Mick Fanning, writer Kathy Lette and Atlassian co-founder Mike Cannon-Brookes aims to encourage visitors to immerse in the Australian way of life.
Singer Kylie Minogue and filmmaker Warwick Thornton will also be featured alongside tourism operators in various films of the campaign.
The campaign is based on the insight that 70% of “high-value” travellers believed Australians had a different perspective on life and 73% found the Australian lifestyle appealing.
The campaign would be rolled out over three years in 15 key tourism markets in Europe, North America and Asia.
A Tourism Australia spokeswoman said: “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. We believe our new campaign – ‘Come live our Philausophy’ - will help us to do that.”
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