Oprah Winfrey to boost Australian tourism
Oprah Winfrey announced she will visit Australia in December, during her season premiere on 14 September. In a coup for Tourism Australia, the US talk show host made the announcement, which was reported all over the world, to a 300-strong audience who will join about 150 Oprah Winfrey Show staff on the seven-day trip.
The stunt is the brainchild of Tourism Australia which will spend $1.5 million on the event, with state tourism bodies also contributing. Tourism Australia secured the deal with Winfrey’s production company Harpo in August to help promote the There’s Nothing Like Australia campaign.
Qantas will fly the Oprah contingent to Australia on its fleet of award-winning A380 aircraft. Qantas CEO Alan Joyce believes this is an enormous opportunity for the Australian tourism industry.
“The Oprah Winfrey Show has a worldwide audience across 145 countries and we are delighted to partner with Tourism Australia in this amazing opportunity to showcase the best Australia has to offer,” Joyce said.
Oprah has an audience of about 9 million people a day in the US alone, and is watched in 145 other countries. The visit to Australia in her 25th and final season is expected to generate massive publicity for Australia an the height of the US travel-buying season.
Tourism Australia managing director Andrew McEvoy is delighted with the results so far. “We’ve obviously got our investment back in spades already, and all that programming is still to come.”