Come Live Our Philausophy
On 30 October 2019, Tourism Australia unveiled its new $38 million global campaign, Philausophy. Over three years, the campaign will invite the world Down Under to experience the unique Australian way of life.
Philausophy is the latest evolution of the long-standing and successful There’s nothing like Australia global campaign platform. The new campaign is part of a deliberate move to elevate the strengths of Australia’s people, personality and way of life, which research shows is highly appealing amongst visitors.
Philausophy builds on the strong foundations of recent successive Tourism Australia campaigns, which have highlighted key destination strengths, such as food and drink, natural beauty and wildlife.
Philausophy signals a shift by bringing these world-class experiences together with Australia's people. Philausophy is a celebration of the shared beliefs that guide how Australians live and enjoy this beautiful country.
Tourism Australia commissioned 14 passionate Australian photographers, many of whom regularly provide content for Tourism Australia’s social media platforms, to capture more than 5,000 new content images from across Australia. The photographers are Rob Mulally; Mark Fitzpatrick; Kurt Tilse; Nicholas Kavo; Daniel Tran; Reuben Nutt; Scott Slawinski; Jampal Williamson; Ain Raadik; Brinkley Davies; Jarrad Seng; Max Fairclough; Edward Ringwood; and Taiyo Masuda.
The campaign images were shot by world renowned Australian photographer, Georges Antoni. Raised in remote rural Queensland, Georges Antoni has evolved to become one of Australia’s premier photographers. With an eye trained in the landscape of his upbringing, his natural instinct for dynamic composition and thoughtful tones has given his work sought-after cache. Georges’ intimate on-set approach belies his technical aptitude. Georges has shot for major fashion magazines including Vogue Australia, Harper’s Bazaar US, i-D, V magazine and Elle Australia; and his subjects have included celebrities and models such Rihanna, Miranda Kerr and Dita von Teese, to name a few.
Contemporary Aboriginal artist, Rachael Sarra, designed bespoke patterns and symbols for use in the Philausophy campaign. Rachael has been inspired primarily by her Goreng Goreng heritage and her role as a modern Aboriginal woman whilst also drawing inspiration from the landscapes, wildlife and contours of Australia.