Tourism Australia follows up Dundee with $38m ‘Philausophy’ campaign

Tourism Australia has followed up last year’s blockbuster campaign, ‘DUNDEE: The Son Of A Legend Returns Home’, with a new, $38m campaign that invites the world to live the Australian ‘Philausophy’.

It’s a strong directional shift from the Dundee campaign, which first made headlines for its trailer-style teaser – fronted by actors Chris Hemsworth and Danny McBride – and was later revealed during the Super Bowl to be an ad for Australia.

It’s also the first campaign under new Tourism Australia CMO, Susan Coghill, who stepped into the role after Lisa Ronson’s departure for Coles in January, and managing director Phillipa Harrison, who took over in September after former MD John O’Sullivan departed in May.

‘Come Live our Philausophy’ is based on the insight that Australians have a unique and informal approach to living, which makes an impact on visitors. Harrison stated Tourism Australia’s research shows 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.”

Coghill added: “We know from our consumer research that the Australian personality and lifestyle are unique drawcards and strengths that differentiate us positively from the rest of the world. Our Philausophy campaign is very much about tapping into this unique source of competitive advantage.”

The advertisements capture the laid back nature of Australians, whilst also highlighting the variety of landscapes and tourism opportunities. The campaign has seen 5,000 images captured across every Australian state and territory.

Harrison also explained that the campaign was the next step in evolving how the world perceives the Australian personality.

“The Australian character and way of life has long been woven into our marketing,” she said.

“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’.”

The ads draw together the Australian lifestyle with the unique landscape

As for who will bring the campaign to life? The tourism industry itself, according to Harrison.

“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,” she explained.

“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.”

The campaign will be executed across 15 global markets, with the initial stage focusing on the tourism industry and a broader consumer scope to follow.

5,000 new images were captured around the country for the campaign

‘Philausophy’ was devised by M&C Saatchi, which won Tourism Australia’s creative account in December last year after an extensive pitch process. Digitas is fulfilling the digital execution, UM the media strategy and OPR the public relations – following its appointment in September.

Cam Blackley, M&C Saatchi’s chief creative officer, said that, despite it being an opportune play on the word ‘philosophy’, the campaign captures the Australian way of life.

“Although a cute way to spell it, Philausophy celebrates the very real and unique systems of belief that Aussies have developed for not just hundreds, but thousands of years,” he said.

“Paired with our extraordinary landscape it’s a refreshing point of difference and incredibly fertile creative space that can and will live way beyond traditional advertising channels.”

Russell Hopson, group managing director at the agency, added: “As we all know, Australia has so much to offer the world and the Aussie way of thinking about life is a massive part of that. Philausophy might just be exactly what the world needs right now. The launch of the campaign is the tip of the iceberg – we’re beyond excited to bring it out into the light. Just like Australia and Australians – there’s always more exciting stuff to come.”

‘Philausophy’ captures the Australian philosophy on life

Federal Tourism Minister Simon Birmingham, meanwhile, expressed that ‘Philausophy’ will cut through the competitive global tourism market.

“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,” the Minister said.

“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.

“At its core, Philausophy is about giving travellers from around the world a taste of what makes Australia such an enjoyable destination by shining a spotlight on the people, lifestyle and personality that make Australian experiences so memorable.”

For fans of the Dundee campaign, Hemsworth will be making a return in his role as global ambassador for Tourism Australia.

“To say that Australians are laid back, outgoing, and have a great sense of humour would be both buying into widely-known clichés and admitting an absolute truth,” the actor said.

“An incredible sense of adventure and an insistence on having a great time is truly born into our DNA.”



Agency – M&C Saatchi Sydney
Chief Creative Officer – Cam Blackley
Executive Creative Directors – Mandie van der Merwe & Avish Gordhan
Head of Art – Chris Cheeseman
Art Director – Matt Corcoran
Copywriter – Rubini Gun
Group Managing Partner – Russell Hopson
Group Head – Emma McJury
Senior Account Director – Nikki Chapman
Account Director – Charlotte O’Brien
Account Manager – Sarah Dillon
Design Director – Simone Cherry
Designer – Alice Schofield
Senior TV Producer – Sarah Cowen
Lead Print Producer – Greg Hyslop
Senior Integrated Producer – Henry Welch
Lead Project Manager – James Steer
Chief Strategy Officer – Justin Graham
Head of Strategy – Rachael Fraser
Senior Strategy Director – Nick Jacobs
Senior Traffic Manager – Jenny Doyle
Retoucher – Nicko Mueller
Retoucher – Richard Hughes
Finished Artist – Ian Hartigan
Finished Artist – Holly Jones

Production Company, Photography – The Artist Group

Contemporary Aboriginal Artist – Rachael Sarra

Post Production – ARC Edit
Colourist – Fergus Rotherham
VFX Artists – Eugene Richards & Chris Betteridge
Post Producer – Jess Calvert

Sound Studio – Song Zu, Sydney
Composition – Song Zu, Sydney
Creative Director – Ramesh Sathiah
Supervising Sound Editor – Abigail Sie
Sound Studio Producer – Meg Drummond
Industry Videos – Jack Nimble
Director – Adam Wise
Director – Angus Mullane
Director of Photography & Editor – Tim Eddy
Sound Recordist – Nathan Bell
Camera Assistant – Hugo Odgers
Producer – Hayley Olsson
Assistant Editor – Kelly Searancke
Colourist – Matt Campbell
Music – Jonny Higgins


UM (Global Team)
Senior Strategy Director – Jack Graham
Senior Client Director – Ashleigh Markou
Senior Digital Partnerships Manager – Anthony Thomas
Digital Director – Sarina Ballauff
General Manager Sydney – Sophie Bingham


Head of Production – Lizzie Strobel
Client Partner – Oli Cassidy
Tech Director – Rich Thompson
Creative Director – Simon Brock
Account Director – Max Cahill
Design Lead – Oliver Ree
Senior Copywriter – Hannah Melanson
Design Director – Emma Gough
Lead AEM Developer – Elise Boinnot
Senior Project Manager – Jade Skinner
Account Manager – Rachel Malone
Senior AEM Developer – Stephen Smithstone
Senior FE Developer – Sahil Jackar
Senior AEM Developer – Kanwal Singh
QA Lead – Ranjani Raveendra


opr Agency
Chief Strategy Officer – Kaz Scott
Chief Creative Officer – Bridget Jung
Associate Director – Luke McClelland
Account Director – Ellee Donald
Strategy & Planning Manager – Laura Stoll
Chief Digital Officer – Daniel Young
Senior Digital Strategist – John Harding-Easson
Publicist – Madeleine Hanley
Senior Account Manager – Zoe O’Sullivan
Content Manager – Shanna Hall
Senior Account Executive – Madison Scott


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