Mateship, love of nature, no worries attitude, generosity of spirit, sense of adventure, balanced lifestyle, storytelling, Australian flavour and boundless optimism. Gosh, we’re awesome. These are the nine PhilAUSophies, the elements that make Australia Australia…and Australia are must-visit place, according to Tourism of Australia.

But, of course, these wouldn’t sell Australia if we didn’t have celebrities. So Chris Hemsworth, Paul Hogan, Kylie Minogue, Curtis Stone, Kylie Kwong, Ben Shewry, Adam Hills, Mick Fanning, Kathy Lette, Warwick Thornton and Atlassian co-founder, Mike Cannon-Brookes will front the campaign that’s costing Tourism Australia $38 million and will run in fifteen key tourism markets in Europe, North America and Asia over the next three years.

The campaign, by Come live our PhilAUSophy, was developed with M&C Saatchi, Digitas and UM and is built on research which suggested that 70% of “high-value” travellers believe Australians have a different perspective on life and 73% think the Australian lifestyle is appealing.

Because PhilAUSophies like mateship have different meanings and vary in importance in different cultures, the campaign executions may vary across the target regions. The idea of the campaign is to invite visitors to immerse themselves in the Australian way of life.

The campaign will include outdoor, print, digital, social and video advertising, a book containing stories from famous Australians, including Kylie Minogue and Tourism Australia global ambassador, Chris Hemsworth and another quirky viral campaign similar to Droga5’s Dundee Super Bowl stunt.