Ausfit began in 1992, providing software services to the health and fitness sector including ClubWise, a fully hosted web-based product which combines state of the art club management software,…read more
Tourism Australia launches new campaign ‘Come Live our Philausophy’
Tourism Australia has launched their new campaign, ‘Come Live our Philausophy’, which according to their research, will appeal to visitors as it reflects the philosophy of Australians and their informal lifestyles.
The campaign was developed with agency partners M&C Saatchi, Digitas and UM, and will start rolling out internationally in the coming months.
Federal Tourism Minister Simon Birmingham advised that Tourism Australia’s latest global campaign strategy is part of a $38 million investment that will be rolled out in the country’s 15 key tourism markets over the next three years to attract more international tourists Down Under.
Minister Birmingham noted "our $143 billion tourism industry is such a vital part of our economy, and in order to grow the industry further and create more tourism jobs, we need to find new ways to sell Australia and differentiate ourselves.
“In such a competitive global market, the sell is tougher than ever. We need to stand out from the crowd and find a unique selling point that sets us apart from our competitors.”
“Philausophy aims to do this by not only encouraging people to book a flight to Australia and visit our incredible destinations, but go a step further and actually immerse themselves in the best of the Australian way of life.”
Tourism Australia Managing Director Phillipa Harrison also noted that Philausophy was all about elevating one of Australia’s greatest assets – its people.
Harrison added “we know from our research that 70% of international travellers believe that Australians have a different perspective on life, 79% believe that the Australian people are an important part of the Australian lifestyle, and 82% would like to travel to Australia to experience our lifestyle.
“The Australian character and way of life has long been woven into our marketing. The journey perhaps 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. ‘Dundee’ too was all about leaning into our personality, and promoting our people is at the core of our Friends of Australia advocacy program.
“Our new campaign will continue to build on this narrative by inviting the world to come and live our ‘philausophy’.
Harrison added that the campaign will be brought to life by the local tourism industry, advising "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 travelers.”
Alongside a series of industry videos, a suite of new creative assets have been developed for the campaign, including over 5,000 new images captured across every state and territory.
The campaign will also include bespoke social content, a refresh of the australia.com and Australia.cn websites, and a book featuring well-known Aussie icons who provide their own personal perspectives and experiences that help explain the unique Australian way of life.
Earlier this month, Tourism Australia launched a campaign that aims to attract Indians to the country during the men’s and women’s ICC Cricket World Cups in 2020.
13th September 2019 - Tourism Australia confirms Phillipa Harrison as new Managing Director
8th December 2017 - Tourism Australia continues backing of EEAA Young Stars
9th October 2017 - Tourism Australia launches youth orientated news channel
5th September 2017 - Bob East named as new Chair of the Tourism Australia Board
31st August 2016 - EEAA and Tourism Australia support rising industry stars
26th April 2016 - Tourism Australia teams up with GoPro to showcase the Gold Coast
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
The Jump Pad is a safe, flat inflatable made in a variety of sizes which can be used indoor or outdoor. From 3mx3m up to a whopping 9mx21m. Markets include Indoor and outdoor playgrounds, schools,…read more
Geoff Ninnes Fong & Partners (GNFP) is a structural, aquatic and civil engineering consultancy with broad experience in the design of new municipal and institutional swimming pools, hydrotherapy…read more
About Priava's Technology - Priava is a cloud-based and centralised venue and event management system aimed at venues of all sizes. With its familiar and easy-to-use web interface, the…read more
TJS Services is a leading national facility services provider. We deliver quality cleaning, maintenance, construction and facility management services to over 1,500 sites Australia wide. Our…read more
Turnstile Entry Systems and Access Control Centaman Entrance Controls’ Award Winning Range of Access Control Systems includes tripod & triarm turnstiles, speedgates, full height…read more
Digonex is a leading provider of customised dynamic pricing solutions to clients in arts and entertainment, sport, attractions, cultural institutions and retail sectors. Digonex’s technology is…read more
Vticket Pty Ltd is the Australian and New Zealand distributor for Gateway Ticketing Systems Inc., the world leader in high-speed access control, admission control and ticketing software for the…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!