Tourism Australia’s new campaign slammed on social media

Font Size:

Tourism Australia’s new ‘philausophy’ on promoting tourism to our wide brown land has been met with mixed responses.

The tourism board’s latest campaign, Come Live Our Philausophy, shines a light not on a hunky Hemsworth or a humorous Hoges, but on the face of real-life Australia tourism operators who actually show off our country to local and international tourists

According to Tourism Australia managing director Phillipa Harrison, Australia’s greatest assets are its people.

“We know from our research that 70 per cent of international travellers believe that Australians have a different perspective on life; 79 per cent believe that the Australian people are an important part of the Australian lifestyle; and 82 per cent would like to travel to Australia to experience our lifestyle,” said Ms Harrison.

“The Australian character and way of life has long been woven into our marketing. The journey began with Paul Hogan and Come Say G’Day.

“In more recent times Chris Hemsworth, our global ambassador, has been integral in embodying the Australian character for our audiences.

“Philausophy will be brought to life by our industry, because who better to talk about the Australian way of life than the tourism operators who live it themselves every day.

“Not only will they be front and centre in the campaign, but they will be pivotal in ensuring its success by continuing to be the face of our country’s tourism offering to international travellers.”

“Australia’s way of life is a breath of fresh air,” says Tourism Australia.

“There’s really no other country quite like us in the world, and it’s our people that really make it special. But there is something truly unique that links everyone here together – a shared spirit and attitude that has created our lifestyle. We call it our Philausophy. Philausophy needs to be experienced to be fully understood. And it’s something that will stay with you long after your visit.”

The social media reaction to the campaign has been mixed, to say the least.

“If I was in the meeting where Tourism Australia’s ‘philausophy’ line was spawned, I would have jumped out the window!” tweeted one dissenter.

Others lambasted the cost of such campaigns.

“$38 million? And they came up with ‘philausophy’? FFS …,” posted one critic, while another added: “Ad agencies usually run this stuff past focus groups to see if it’s a complete dud before they release it to market. Either they didn’t this time or the focus groups were all drunk.”

One YouTube poster made an interesting point about the facts presented in the video.

“We don’t have everything we need in Australia. We need water. But we have something we don’t need and will be happy to give away, the politicians,” he posted.

Good point.

What do you think of this campaign? Check out the full philausophy here.

If you enjoy our content, don’t keep it to yourself. Share our free eNews with your friends and encourage them to sign up.

Join YourLifeChoices today
and get this free eBook!

Join
By joining YourLifeChoices you consent that you have read and agree to our Terms & Conditions and Privacy Policy

RELATED LINKS

The world’s best (and worst) tourism slogans

We vote for the world's best tourism slogans, and then offer some of our own.

Tourism Australia’s new ad stars ‘the original Hemsworth’

The ‘original' Hemsworth takes viewers on a tour of the set of a fake film.

Why is Australia experiencing a boom in tourism?

Australian tourism is booming, says Tourism Australia.

Written by Leon Della Bosca

Leon Della Bosca is a voracious reader who loves words. You'll often find him spending time in galleries, writing, designing, painting, drawing, or photographing and documenting street art. He has a publishing and graphic design background and loves movies and music, but then, who doesn’t?

Contact:
LinkedIn
Email

1 Comments

Total Comments: 1
  1. 0
    0

    The music is so loud that I couldn’t hear what was being said.


FACEBOOK COMMENTS



SPONSORED LINKS

continue reading

Entertainment

Jenny Eclair: 'Middle-aged women aren't invisible, they are just ignor

"I've had a lapse back into the menopause today," Jenny Eclair declares at the start of our interview. "I had...

Aged Care

Is your loved one in aged care during the pandemic? Here are seven ideas to make things easier if lockdown strikes again

Many families have faced the stress of having a loved one in aged care during this anxious time of COVID-19....

Health & Ageing

How The Midlife Method author keeps her health on track

In The Midlife Method, food and lifestyle writer Sam Rice explores why it is so much harder to lose weight...

Health

How to … tell if you're oversleeping and what to do

An adult needs between seven-and-a-half to nine hours of sleep each night. If you're consistently sleeping for longer than this...

Community

Hand in hand at London Zoo with a simian friend

YourLifeChoices' 91-year-old columnist Peter Leith recalls an encounter of the simian kind during a visit to London Zoo back in...

Podcast

Retirement Made Simple

In this interview with podcast host John Deeks, the 80-year-old offers pearls of wisdom on all matters retirement: the sea...

Uncategorized

The last blockbuster had an end of summer sleepover

Several months ago, the last Blockbuster store on Earth temporarily rebranded - as an extremely nostalgic Airbnb. A few lucky...

Australia

Best day trips from Melbourne

We've got more reasons than ever to embrace the adventures we can find in our own backyard and, luckily, Victoria...

LOADING MORE ARTICLE...