Tourism Australia has launched their 'Come Live Our Philausophy' campaign in celebration of the Australian culture.
Built on the foundations of their previous campaign, 'There's Nothing Like Australia', Tourism Australia's 'Philausophy' campaign seeks to encapsulate the spirit of Australians and their casual lifestyle.
The campaign features images of beautiful Australian destinations including Uluru, The Grampians, Lucky Bay, the Great Barrier Reef and many more. In this process, TA commissioned more than 5000 new images for the tourism industry to use in their marketing.
The campaign has received a positive response amongst visitors. However, since the campaign is centred around a play on words, the impact on non-native English speakers (a large percentage of the target audience) is limited.
This odd choice makes us wonder: is it worth the clever pun if it compromises on effectiveness in much of their target market?