Actor Chris Hemsworth kicked off a new global promotion by Tourism Australia overnight in Sydney.

The three-year ‘Come Live our Philausophy’ campaign aims to invite international travellers Down Under to experience first-hand the Australian way of life.

Hemsworth was on hand in his role as global ambassador for the tourism organisation at a preview of the marketing push.

Philausophy aims a through deliberate play on words to capture the philosophy of Australians and their informal approach to living, which research shows is highly appealing to visitors.

The campaign is part of a A$38 million strategy to be introduced in 15 key tourism markets.

New creative assets have been developed for the campaign, including over 5,000 new images from every state and territory, a series of industry videos, bespoke social content, a refresh of Australia.com and a book featuring well-known Aussie icons.

Tourism Australia managing director Phillipa Harrison said: “We know from our research that 70% of international travellers believe that Australians have a different perspective on life; 79% believe that the Australian people are an important part of the Australian lifestyle; and 82% would like to travel to Australia to experience our lifestyle.

“The Australian character and way of life has long been woven into our marketing.

“The journey perhaps began with Paul Hogan and Come Say G’Day. In more recent times Chris Hemsworth, our global ambassador, has been integral in embodying the Australian character for our audiences.

“And promoting our people is at the core of our Friends of Australia advocacy program. Our new campaign will continue to build on this narrative by inviting the world to come and live our ‘Philausophy’”.

Philausophy will be brought to life by our industry, because who better to talk about the Australian way of life than those very tourism operators who live it themselves every day.

“Not only will they be front and centre in the campaign, but they will be pivotal in ensuring its success by continuing to be the face of our country’s tourism offering to international travellers.”

Australia’s tourism minister Simon Birmingham said: “Our A$143 billion tourism industry is such a vital part of our economy and in order to grow the industry further and create more tourism jobs, we need to find new ways to sell Australia and differentiate ourselves.

“In such a competitive global market, the sell is tougher than ever. We need to stand out from the crowd and find a unique selling point that sets us apart from our competitors.

“Philausophy aims to do this by not only encouraging people to book a flight to Australia and visit our incredible destinations, but go a step further and actually immerse themselves in the best of the Australian way of life.

“At its core, Philausophy, is about giving travellers from around the world a taste of what makes Australia such an enjoyable destination by shining a spotlight on the people, lifestyle and personality that make Australian experiences so memorable.”