Tourism Australia’s slogan “Come live our philausophy” – Aims on informal approach to life

Published on : Tuesday, November 5, 2019

It must be that time of the year again. Drunken people are watching horses being whipped. Users of Instagram are bragging about beach days. And there’s a Tourism Australia campaign that is being abhorred by everyone.


This last one is a tri-annual event, when our national tourism body discloses a new set of advertisements targeted at drawing international visitors. This time the slogan is “Come live our philausophy”, a mind-bending play on words that must have gone through the Chinese whispers of committee meetings and focus groups about 30 times to finally be expelled as it is.


The campaign includes billboard ads having different “Aussie” epithets like “No worries”, and “A stranger is a mate you haven’t met yet”, as the video ad shows real people who are associated with the tourism industry of Australia, promoting our country over extended vision of extensive landscapes and smiling faces – a method that has a look and feel not dissimilar to the Qantas in-flight safety videos (which, I’m pretty sure, is where they took their inspiration).


However, where the bloody hell the marketing experts? Were they hanging out in a place where “Live our philosophy” is such a common, regular saying that you could create a pun from it? Apparently.


And so “Come live our philausophy” has joined a rich canon of Tourism Australia ad campaigns that several media commentators and social media tub-thumpers with zero marketing expertise and no access to the relevant market research have announced a failure before it can even get off the ground.


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