Tourism Australia has unveiled its new $38 million advertising campaign, but it’s left people scratching their heads.

The tagline for the ads is ‘Come live our Philausophy’, which commentators say is too confusing for an international audience.

Posters feature phrases like ‘Shoes optional’ and ‘If you don’t have a good story, get one’ alongside images of people hiking, diving, and taking selfies with wildlife.

Experience our uniquely Australian way of life.

Come live our Philausophy.#seeaustralia #philausophy pic.twitter.com/DHacV4x9jr

— Australia (@Australia) October 29, 2019

Managing Director of Marketing Focus Barry Urquhart has weighed in, telling Ben Fordham, “I don’t think it cuts the mustard for a lot of people.

“Can you imagine what impact it would have on 1.2 billion people in China…? It’s going to be three-eights or four-fifths of nothing!”

“I’m an Aussie, and I had to stare at this thing six times before I understood what they were trying to do,” Ben commented.

Mr Urquhart says he would do things differently, by avoiding the wildlife for a start.

“The research [shows]… the first things that come to mind are poisonous snakes, creepy crawlies and sharks,” he says, and referred to the tourism impact of the recent shark attack in Queensland.

Click PLAY below to hear the full interview