Standing out from crowd is new tourism philAUSophy

Our way of life and personalities used to sell Australia to wealthy American and Chinese tourists.

2 min read

9:12PMOctober 29, 2019.

Updated 10:42AMOctober 30, 2019

Tourism Australia's "PhilAUSophy" campaign unveiled today. Picture: Supplied

Images of bikini-clad models on Queensland beaches and Paul Hogan’s popular Shrimp on the Barbie campaign have been ditched in favour of spruiking Australia’s way of life and larrikin personalities to sell holidays to wealthy Americans and Chinese mainlanders.

Tourism Australia’s new $38m three-year “PhilAUSophy” campaign will be aimed at 15 key tourism markets including the US, China and Europe.

Kangaroo Island's Remarkable Rocks will feature in Tourism Australia's new 'Philausophy' campaign. Source: Tourism Australia

Federal Tourism Minister Simon Birmingham said new ways were needed to sell Australia and “differentiate ourselves” to expand the $143bn tourism industry further and create more jobs.

“In such a competitive global market, the sell is tougher than ever,” Senator Birmingham said. “We need to stand out from the crowd and find a unique selling point that sets us apart from our competitors.”

Slogans such as “A stranger is a mate you haven’t met yet” and “Shoes optional” will be used to draw in holidaymakers.

Picture: Supplied

The “PhilAUSophy” campaign being launched in Sydney on Wednesday would encourage people to book a flight and “immerse’’ themselves in the best of the Australian way of life, Senator Birmingham said.

“At its core, PhilAUSophy is about giving travellers from around the world a taste of what makes Australia such an enjoyable destination by shining a spotlight on the people, lifestyle and personality that make Australian experiences so memorable.”

The aim is to highlight our balanced lifestyle, mateship, storytelling, love of nature, no worries attitude, generosity of spirit, local flavour, sense of adventure and boundless optimism, he said.

Tourism Australia Campaign to urge tourists to experience Aussie way of life will feature Uluru

The three-year strategy will include television and print advertising, bespoke social content and a refresh of australia.com.

Past Tourism Australia campaigns have included the famous Shrimp on the Barbie campaign featuring Paul Hogan that ran from 1984 to 1990 and Lara Bingle’s controversial “So where the bloody hell are you?” campaign that was shot near Queensland’s Hayman Island and ran from 2006.

The latter campaign, launched when Scott Morrison was the managing director of Tourism Australia, drew a mixed response. It was banned in Britain because it would not allow the word “bloody” in television versions of the commercial and Canada baulked as well because if did not like the implication of unbranded alcohol consumption.

Watch previous Tourism Australia advertisements here

Lara Bingle’s Tourism Australia advertisement