Tourism Australia’s new international campaign, Philausophy, launched today with Canberra’s Floriade festival being featured as a hero image for the ACT.
The new three-year global campaign ‘Come Live our Philausophy’ aims to elevate one of Australia’s greatest assets – its people and personality.
The play on words, Philausophy, aims to capture Australians’ informal approach to living which research shows is highly appealing to visitors. The $38 million investment will see the global strategy rolled out in more than 15 key tourism markets over the next three years. It will shine a spotlight on the people, lifestyle and personality that makes Australian experiences so memorable.
More information about the new campaign can be found at http://www.tourism.australia.com/en/about/our-campaigns/philausophy.html.html.
Tourism Australian have also provided some handy tips on how tourism industry members can get involved in the campaign: http://www.tourism.australia.com/en/about/our-campaigns/philausophy/engaging-with-the-philausophy-campaign.html