To celebrate the Australian personality, Tourism Australia will today launch ‘Philausophy’, its evolution of the ‘There’s Nothing Like Australia’ global campaign.

Philausophy, the deliberate play on words, aims to capture the philosophy of Australians and their informal approach to living which, according to Tourism Australia (TA), research shows is highly appealing among visitors.

The new campaign will be introduced at TA’s industry event today.

Philausophy, says a TA media release, “builds on strong foundations established in recent years through successive cammpaigns which have highlighted our key destination strengths, such as food and wine, aquatic and coastal experiences and nature and wildlife.”

“Philausophy signals a shift in our approach by bringing together these pillars and world-class experiences under our people and our personality. It’s this combination – the unique nature of Australia and the unique nature of Australians – that sets us apart and makes us different.”

Key components of the campaign will include new creative assets for all TA markets, a content strategy including a book featuring well-known Australians and their stories, a series of industry videos and social content and a refresh of the Australia.com website.

Australian destinations celebrated in the campaign include Uluru, Bruny Island, Canberra, the Grampians, Lucky Bay, Port Stephens, Rottnest Island and the Great Barrier Reef.

After unveiling the work and outlining the strategic thinking behind ‘Philausophy’, the campaign will roll out in all TA markets over the coming months.

‘Philausophy’ has already garnered social media criticism, with many detractors saying the play on words will not work among an international audience of non-native English speakers.

For $38 million dollars I could’ve told you that wordplay doesn’t work very well with non-native English speakers. https://t.co/ZU7uZ4IfTI

— Adam Liaw (@adamliaw) October 29, 2019

Further reading

• Last year, Marketing spoke with then-CMO at TA, Lisa Ronson, about defining ‘Brand Australia’ and why we never want to be seen as a bucket list destination »
• TA delivers Dundee punchline during Super Bowl broadcast »
• Flight Centre head of content on change, choice and customer voice »
• Singapore Airlines is still Australia’s highest ranked customer service brand »
• Case study: How Cook Islands Tourism shifted its focus from ‘fly and floppers’ to ‘soft explorers’ »