Derision Greets Tourism Australia's New ‘Philausophy’ Campaign
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After a sad South Australia tourism campaign last month, Tourism Australia's new “philausophy” campaign is just too much to handle for the local media Down Under.
The Australian media is having a field day with Tourism Australia’s new three-year global campaign “Come Live our Philausophy,” which also marks the launch of a new word.
The Guardian Australia derided it as an “awkward, crow-barred pun already dividing audiences in the same way that it inelegantly divides the word ‘philosophy’ itself.” It moaned having only 1,095 more days of philausophy to endure.
More groans came from The Sydney Morning Herald in a headline, “You call that a pun, Tourism Australia? Now here’s a groaning campaign idea.”
“Australia has a grand history of groan-inducing tourist campaigns…we can’t seem to hit the mark when it comes to selling Australia,” wrote the Herald.
To be fair, some of Australia’s tourism campaigns did hit the mark although the ones that didn’t tend to live on, which is why a campaign launch is a
