Tourism Australia (TA) is evolving its long-standing and successful There’s nothing like Australia global campaign platform as part of a deliberate move to elevate the strengths of our people, our personality and our way of life. Underpinning this shift will be a new global campaign, Come Live our Philausophy, inviting the world Down Under to experience first-hand our uniquely Australian way of life.
Philausophy builds on strong foundations established in recent years through successive campaigns which have highlighted our key destination strengths, such as food and wine, our aquatic and coastal experiences and nature and wildlife.
The campaign will highlight nine Philausophies that we believe encapsulate the Australian way of life: the way Aussies are, how we approach life and what differentiates us from the rest of the world. It will be brought to life through a suite of new creative assets which will be used globally across TA and partner channels. These will include videos, stills imagery, a book, a new look for Australia.com and outdoor, print, digital, social and video advertising.
Yesterday we outlined the strategic thinking behind Philausophy and unveiled the new creative to the Australian industry and key stakeholders at a briefing at the Opera House in Sydney. This will be followed by a phased, international consumer roll out in all TA markets from mid-November, including bespoke market activations in key markets.
Tourism suppliers are often the first Australians visitors meet and the people that will leave a lasting impression on visitors when they leave the country. As such, the tourism industry is key to the success of Philausophy. The best people to talk about the Australian way of life are those who live it themselves every day.
There are a number of ways for tourism suppliers to engage with the Philausophy campaign. Attached you will find a factsheet that outlines these with more information for you on the campaign and its development available at www.tourism.australia.com/philausophy . Regarding business events, the Philausophy creative offers some exciting opportunities to update our brand and marketing for incentive planners. TA is reviewing how to progress our Association marketing creative for Business Events and Penny Lion and the team will continue to engage with industry on this.