Images and Videos are available to download from. |
| The distinct and defining character of Australia and of Australians will be celebrated in a new campaign unveiled by Tourism Australia today, which will invite the world Down Under to experience first-hand the Australian way of life. Key industry stakeholders were invited to a special preview of the new three-year global campaign, ‘Come Live our Philausophy’, which has been developed with agency partners M&C Saatchi, Digitas, UM and opr, and will start to roll out internationally in the coming months. A deliberately Australian play on words, Philausophy aims to capture the philosophy of Australians and their informal approach to living, which research shows is highly appealing amongst visitors. Federal Tourism Minister Simon Birmingham said Tourism Australia’s latest global campaign strategy is part of a $38 million investment that will be rolled out in our 15 key tourism markets over the next three years to attract more international tourists Down Under. “Our $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,” Minister Birmingham said. “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. “Tourism Australia’s marketing campaigns have done a great job over the years of promoting our key destination strengths, from our spectacular coastal environments to our unique fauna and flora and our world class food and wine. “We know the unique nature of Australia combined with the welcoming and fun-loving nature of Australians sets us apart, and it is this combination that will form a powerful platform for our next wave of exciting new campaigns.” A suite of new creative assets have been developed for the Philausophy campaign, including over 5,000 new images captured across every state and territory, a series of industry videos, bespoke social content, a refresh of australia.com and Australia.cn, and a book featuring well-known Aussie icons who will have provided their own personal perspectives and experiences that help explain our unique Australian way of life. Tourism Australia Managing Director Phillipa Harrison said that Philausophy was all about elevating one of Australia’s greatest assets and something that we know people from around the world will travel to experience firsthand - its people. “We know from our research that 70 per cent of international travellers believe that Australians have a different perspective on life; 79 per cent believe that the Australian people are an important part of the Australian lifestyle; and 82 per cent would like to travel to Australia to experience our lifestyle,” Ms Harrison said. “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. Dundee too was all about leaning into our personality. 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. Speaking about his involvement in the new campaign, Australian actor and Global Ambassador for Tourism Australia, Chris Hemsworth said that Australians have something truly special to offer to the world. “To say that Australians are laid back, outgoing, and have a great sense of humour would be both buying into widely-known clichés and admitting an absolute truth. An incredible sense of adventure and an insistence on having a great time is truly born into our DNA,” Chris Hemsworth said. Further information about the new campaign can be found at Australia.com/philausophy and for media materials visit our Dropbox. |
Mostrando las entradas con la etiqueta Celebrations. Mostrar todas las entradas
Mostrando las entradas con la etiqueta Celebrations. Mostrar todas las entradas
miércoles, 30 de octubre de 2019
sábado, 8 de abril de 2017
HH Father Emir Sheikh Hamad Bin Khalifa Al Thani Inaugurates Mall of Qatar with over 150,000 visitors celebrating the Grand Opening Day!
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  Speaking about the opening event, Rony Mourani, General Manager, Mall of Qatar said: “We are inspired by the gracious patronage of His Highness The Father Emir Sheikh Hamad Bin Khalifa Al Thani and we offer His Highness our utmost gratitude for his patronage. His Highness' invaluable support during the opening event assured visitors that Mall of Qatar is more than a mall, it is a representation of Qatar's vision for a diversified economy." Visitors celebrated the unforgettable day with a variety of exciting activities. In addition to a memorable performance by Il Divo, stage shows included Shaolin Warriors – a showcase of the remarkable skills of over 10 kung fu masters who demonstrated over a thousand years’ of Chinese martial-arts culture, as well as the Dinosaur Zoo live performance with amazingly life-like dinosaurs and other creatures performed on stage. The mall-wide shows included tree walkers, balloon dragons and flower walking parades for all visitors to enjoy. Families also experienced thrilling kiddy balloon rides inside the mall. Furthermore, MOQLIVE amazed audiences with its mesmerising live performances. “It was a day filled with magnificent experiences, laughter and great times that truly set the tone for what is yet to come. We are really looking forward to welcoming more guests from near and far, and showing them our Mall of Qatar hospitality and a truly unique experience – where a new surprise will be waiting with every visit,” Rony Mourani added The Super-Regional Mall As a super-regional mall, Mall of Qatar is distinguished by its presence, its novelty, and its concept. It really sets itself apart through opening doors to new ideas and defining new measures of spectacular. The investment in its prosperity, its size and stature, its approach and conception, and its carefully constructed branding together complete a remarkable structure with discernible ingenuity. Mall of Qatar sets the bar for versatile, innovative, and exciting attractions in the region. It is more than a mall: it is a getaway for guests from all over who seek exhilaration and captivation. Offering top-notch, unmatched recreation and leisure options, Mall of Qatar is an adventure, an escape, and an oasis all in one. It is a breakthrough concept that surpasses even the most impressive shopping malls. It is a super-regional mall—and it’s setting new standards for the region. A Destination for All Ages Mall of Qatar combines shopping and entertainment opportunities to ensure all customers have a physical and emotional experience while shopping. It captivates visitors and allows them to escape and indulge in an adventure. When it comes to incredible entrainment options, Mall of Qatar still maintains the traditional elements with its 19-screen Megaplex operated by NOVO, which includes VIP screens and in-gourmet food services, as well as a bowling alley. However, it pushes the boundaries of the imagination by introducing IMAX’s revolutionary laser projection and immersive sound system on the largest screen in the Middle East region, in addition to the latest 4D projection technology screen offering an immersive experience with special effects and seats that move in synchronization with the movie. Mall of Qatar opens the doors to children’s imagination with leading concepts that will delight, entertain and educate young minds, while giving parents the opportunity to shop, relax and spend time with each other. KidzMondo features more than 70 scaled-down businesses including a central plaza, fire station, clock tower, police station and hospital theatre. And for the more adventurous, Xtremeland introduces exclusive rides and real-life battlefield action on the latest cutting-edge video gaming machines, and it’s for all ages – young and old! The Mall also stays true to offering an incredible retail mix of over 500 brands including over 100 food and beverage options. Collectively the brands at Mall of Qatar will ensure an exciting collection of well-loved international luxury and high street fashion, footwear, food, health and beauty, pharmacy, optics and home furnishing brands. Enter a World of Entertainment at the Oasis When it comes to creating new and unique experiences, The Oasis at Mall of Qatar is a source of immersive entertainment, beautifully designed to enchant its audience with spectacular live shows. The Oasis takes spectators to another world, with transformative lighting and sound capabilities to dazzle viewers from every angle. Its 360-degree revolving theatrical stage is home to MOQLIVE, giving visitors an incredible experience of the first 360 degree professional theatre in the world inside a mall, with custom shows, on a scale like never before, featuring a proprietary resident performing troupe. Up to 25 dancers, singers, actors and acrobats can be seen live on stage at any given performance. The Oasis is the beating heart of Mall of Qatar. Its extensive lighting, sound, and water features come together to create awe-inspiring shows that transform the venue from a mall to a world-class theatre. At the Oasis, the mall’s bustling corridors will convene and fall silent, giving way to a visual and audible spectacle like no other. Transforming the Indoor Experience Shopping malls around the world are generally known for their artificial lighting – Mall of Qatar pushes the boundaries by bringing the outdoors in. Featuring over 10,500 sq. m of extensive natural sky lighting including the breath-taking 28-meter high skylight in the luxurious court, and 26 relaxing water features both inside and outside the mall, visitors can take in the fresh air and enjoy 48,000 sq. m of landscaped greenery and the colourful, and dynamic façade from one of two signature restaurants with terraces and balcony seating. Mall of Qatar’s aim to capture the imagination of the nation is refreshing, particularly as it merges the joys of retail with the exhilaration of entertainment to captivate, entice and excite visitors, young and old, with an incredible first-of-its-kind concept, especially designed to draw customers in back and back again. More than just a Mall – it will be a viable contributor to the Qatar economy in terms of both job creation, tourism, retail, and import, amongst others. To find out more, please visit |
