The details of Tourism Australia’s evolution of their long-standing and successful global brand platform of ‘There’s Nothing Like Australia’ have been released.

Tourism Australia (TA) is moving more towards talking about the personalities and the Australian way of life – this is what differentiates us on a global scale after-all and that ‘wrapping’ that we have for our key drivers of destination choice as a country (Our Aquatic and Coastal Experiences, Our Nature and Wildlife, and our Food & Beverage).

While ‘There’s Nothing Like Australia’ will continue to be TA’s overall mantra, in their upcoming campaign they will be inviting the world to ‘Come Live Our Philausophy’.

The campaign will highlight nine Philausophies that TA believes encapsulate the Australian way of life: the way Aussies are, how we approach life and what differentiates us from the rest of the world. It will be brought to life through a suite of new creative assets which will be used globally across TA and partner channels. These will include videos, stills imagery, a refreshed look for the consumer website ( and outdoor, print, digital, social and video advertising. This will be followed by a phased, international consumer roll out in all TA markets from mid-November, including bespoke market activations in TA’s star markets of the UK, US and China.

The great thing is that industry is such a key part of this campaign since you are the ones actually out there engaging with our visitors and living the Australian way of life, day-to-day!

There are a number of ways for industry to engage with the Philausophy campaign. Download the factsheet that outlines these and subscribe to TA’s enewsletter ‘Essentials’ for more information on the campaign and it’s development.

In the mean-time, check out the strategy video, and a little piece with some of our industry friends around the country (get the tissues ready!), here: