Come Live Our Philausophy
On 30 October 2019, Tourism Australia unveiled its new $38 million global campaign, Philausophy, inviting the world Down Under to experience the unique Australian way of life.
Tourism Australia's Philausophy campaign ran as an evolution of the long-standing and successful There’s nothing like Australia global campaign platform. The campaign was 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 built on the strong foundations of other successive Tourism Australia campaigns which highlighted key destination strengths, such as food and drink, natural beauty and wildlife.
Philausophy signaled a shift by bringing world-class experiences together with Australia's people. Philausophy was a celebration of the shared beliefs that guide how Australians live and enjoy this beautiful country.
The campaign highlighted 9 Philausophies:
- Balanced Lifestyle: Australians value hard work and getting stuff done, but they have fun along the way and always take time to enjoy life.
- Mateship: Australians are welcoming, open and curious – to them strangers are just ‘mates’ they haven’t met yet.
- Sense of Adventure: With a wide-open country to explore, Australians understand the value of discovery and carry an appetite for adventure.
- 'No Worries' Attitude: The world can be a stressful place, but Australians don’t let worry get in the way of life, even when times are tough.
- Storytelling: Australians love a chat and a laugh, but nothing beats a great story.
- Boundless Optimism: An energetic and free-thinking attitude means Australians will give anything a try.
- Generosity of Spirit: Australians are always willing to lend a hand, share what they have and look after their communities.
- The Australian Flavour: Australians do outdoor dining like no-one else, and their diverse landscape and culture creates a dynamic and vibrant culinary culture.
- Love of Nature: Surrounded by a vast and varied land, Australians prize time spent outdoors and their connection to nature.
|Jayson Mesman, Founder, Owner and Operator, The Truffle Farm
|Brenda Miley, Founder and Director, Let’s Go Surfing
|Chris “Brolga” Barns, Tour Guide and Founder, The Kangaroo Sanctuary
|Samantha Gray, Guide and Marine Biologist, Quicksilver Group
|David “Lunch” Doudle, Tour Guide, Owner and Operator, Australian Coastal Safaris part of the Australian Wildlife Journeys and Great Fishing Adventures of Australia collectives.
|Georgia Currant, Guide, The Maria Island Walk part of the Australian Wildlife Journeys and Great Walks of Australia collectives.
|Jim Hall, Founder, Owner and Operator, Cactus Country
|Darren “Capes” Capewell, Founder and Tour Guide, Wula Gura Nyinda Eco Cultural Adventures part of Discover Aboriginal Experiences
Behind the scenes
Our campaign photographer - Georges Antoni
The campaign images were shot by world renowned Australian photographer, Georges Antoni. Raised in remote rural Queensland, and 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.
Our artist - Rachael Sarra
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.
Our content photographers
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.