Tourism Australia has launched a new campaign to attract international visitors, with a number of famous faces on board.
The AU$38 million "Come Live Our Philausophy" campaign features actor Chris Hemsworth, singer Kylie Minogue, and comedian Paul Hogan, and will be rolled out over the next three years across key markets in Europe, Asia, and North America.
The campaign, launched at the Sydney Opera House, is based around nine 'philausophies' including a love of nature, a no worries attitude, a sense of adventure, and generosity of spirit, said to be integral to Australian identity.
Also on board are chefs Curtis Stone, Kylie Kwong, and Ben Shewry, as well as comedian Adam Hills, surfer Mick Fanning, writer Kathy Lette, and Atlassian co-founder Mike Cannon-Brookes.
“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," said federal tourism minister Simon Birmingham.
“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.
