"The world is a little bit divided at the moment. It's a little bit disconnected,there's a lot of division out there. The research also told us that Australia was counter-cultural to that."

Tourism Australia has had a chequered history with advertising campaigns following the enormous success of Hogan's campaign.

In 2006 the organisation launched the $180 million"So where the bloody hell are you?"advertising campaign fronted by Lara Bingle,which was famously banned in the United Kingdom due to the use of the word"bloody". A campaign from Australia's then-tourism minister Fran Bailey resulted in the ban being partially lifted,with the ad allowed to air on television after 9pm.

Last year,teaser trailers for a reboot ofCrocodile Dundee,starring Hemsworth,Margot Robbie,Hugh Jackman,Russell Crowe,Isla Fisher and American actor Danny McBride were released,and later were revealed to be part of a Super Bowl advertising campaign.

With the Philausophy campaign,Tourism Australia is putting the focus back on mateship. At the launch event,MC Michael"Wippa"Wipfli askedThor actor Hemsworth where the strangest place he'd made friends with someone in Australia was.

"We were being choppered from one location to the next – and on the way to the airport we saw a backpacker heading to the same destination we were headed,"Hemsworth said."We said,this would be pretty funny ... where are you headed,mate?"

The next minute,the young American musician was on a helicopter with Hemsworth and his friends,playing songs on a guitar as they flew from Sydney to Byron Bay.

Terri Irwin,chef Kylie Kwong and writer Kathy Lette also spoke at the launch.