SA destinations feature in new Tourism Australia ‘Philausophy’ campaign
It’s no “Where the bloody hell are you”. Tourism Australia’s new campaign will invoke Australian “philosophy” to sell Adelaide, the Barossa and Kangaroo Island to the world.
SA News
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Kangaroo Island is ranked seventh in the country as a destination that wealthy international tourists say they want to visit in the next four years.
New Tourism Australia market research shows KI was one of the most popular for “high-value” overseas visitors, trailing Sydney, the Gold Coast, Melbourne, the Great Barrier Reef, Perth and Brisbane. One in four said they wanted to visit KI within the next four years, while 14 per cent said they would consider a trip in the next 24 months.
The new research comes as Tourism Australia today unveils its latest campaign.
In a big departure from the infamous 2006 “Where the Bloody Hell Are You” promotion featuring Lara Bingle, the new campaign will elevate the Australian way of life to a philosophy.
The Barossa Valley, KI’s Remarkable Rocks and Arkaba Station in the Flinders Ranges will be splashed across billboards and TV screens from China to Germany in the three-year campaign.
Surfer Mick Fanning and comedian Adam Hills will be the philosophers selling the Australian values of mateship, a “no-worries” attitude, a sense of adventure and a love of nature to the world.
The campaign will also focus on Australians’ boundless optimism, unique mix of cuisines, storytelling and strong work-life balance.
Celebrity chefs Kylie Kwong and Curtis Stone and Australia Zoo wildlife warrior Terri Irwin are also expected to be involved.
“We’re leaving no stone unturned in our bid to draw more international tourists and tourism dollars to South Australia,” Tourism Minister Simon Birmingham said.
“That’s why Kangaroo Island and the Flinders Ranges will be splashed across the TV screens in millions of households and on the sides of buses in Australia’s key target markets including China, Japan and the UK and the US.”
Coastal safaris in Port Lincoln, McLaren Vale, the Clare Valley, Adelaide and the Adelaide Hills will also be featured.
The campaign is underpinned by research that found 70 per cent of high- value overseas travellers thought Australians had a different perspective on life.
