Tourism Australia & # 39; s latest campaign that invites visitors to enjoy the way of life of the nation, has received mixed reviews for its deliberate pun.
The $ 38 million new marketing campaign – which encourages tourists around the world to come & # 39; Come Live our Philausophy & # 39; to come – was revealed on Wednesday with Ambassador Chris Hemsworth.
But the three-year global campaign has failed to captivate the Australian public, with many sharing their disappointment with the word game.
& # 39; If I was in the meeting where the & # 39; philausophy & # 39; line from Tourism Australia was produced, I would have jumped out of the window, & a person said.
Chris Hemsworth, Australia's global tourism ambassador, attended the launch at the Sydney Opera House (photo), where he praised the campaign for focusing on the nation's greatest assets; the people and their personality
The $ 38 million new marketing campaign – which encourages tourists around the world to come & # 39; Come Live our Philausophy & # 39; to come – was revealed on Wednesday
& # 39; $ 38 million? And they came up with & # 39; Philausophy? & # 39; FFS …, & # 39; said another.
A number of critics also referred to Prime Minister Scott Morrison, who was Managing Director of Tourism Australia between 2004 and 2006.
Mr. Morrison oversaw the controversial but successful & # 39; so where the hell are you? & # 39; tourism campaign in 2006 with model Lara Bingle.
& # 39; Fill it up. Who the hell is thinking about these absurd things? Morrison's incompetent hands over it … I'm just shrinking, "said a person in reference to the new ads.
& Uncle Morrie still works for Tourism Australia? That tag is ridiculously stupid. It's a half idea that they couldn't finish all the way, so they went along anyway, & another one said.
Others supported the marketing, with one being the most & # 39; authentic & # 39; so far stated.
The three-year global campaign failed to captivate the Australian public, with many sharing their disappointment with the word game
& # 39; Just wow. This is unbelievable. The most authentic and real campaign we have done in decades. Makes me proud to call Australia home! & # 39; they said.
Hemsworth, Australia's global tourism ambassador, attended the launch at the Sydney Opera House, where he praised the campaign for focusing on the nation's greatest assets; the people and their personality.
& # 39; If you say Australians are relaxed, outgoing and have a great sense of humor, that would be both familiar clichés and an absolute truth, & # 39; said the actor.
& # 39; An incredible sense of adventure and an insistence on having a great time is really in our DNA. & # 39;
Federal tourism minister Simon Birmingham said the campaign will be rolled out over 15 major tourism markets over the next three years to attract more international tourists.
A number of critics also referred to Prime Minister Scott Morrison, who was Director of Tourism Australia from 2004 to 2006
& # 39; Our $ 143 billion tourism industry is such an essential part of our economy and to grow the industry and create more tourism jobs, we need to find new ways to sell Australia and differentiate ourselves & # 39 ;, said Birmingham minister.
& # 39; In such a competitive global market, sales are more difficult than ever. We must stand out from the crowd and find a unique selling point that sets us apart from our competitors.
& # 39; Philausophy wants to do this by not only encouraging people to book a flight to Australia and visiting our incredible destinations, but going a step further and actually immersing themselves in the best way of living in Australia. & # 39;
Birmingham said Philausophy's core was about spotlighting on the people, lifestyle, and personality that make Australian experiences so memorable.
Images from the campaign show the landscape and native animals of the country; including Uluru, clear blue beaches, kangaroos and quokka's.
Images from the campaign show the landscape and native animals of the country; including Uluru, clear blue beaches, kangaroos and quokka's
They also contain unique Australian slogans such as & # 39; no worries & # 39; (photo)
They also contain unique Australian slogans such as & # 39; no worries & # 39; and & # 39; a stranger is a mate you haven't met & # 39 ;.
Phillipa Harrison, Managing Director of Tourism Australia, said the Australian nature has long been the focus of marketing.
& # 39; The journey may have started with Paul Hogan and Come Say G & # 39; Day, & # 39; she said.
& # 39; In more recent times, our global ambassador, Chris Hemsworth has been an integral part of embodying the Australian character to our audience.
& # 39; Dundee, too, was completely absorbed in our personality. & # 39;
Hemsworth was accompanied by conservationists and Australian icons Terri and Robert Irwin at the launch on Wednesday.
Other big names in the campaign are surfer Mick Fanning, singer Kylie Minogue, comedian Adam Hills and writer Kathy Lette.
Actor Chris Hemsworth posed with conservationists Terri and Robert Irwin while promoting the new Tourism Australia campaign at the Sydney Opera House on Wednesday
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