Tourism Australia boss Andrew McEvoy to tell the Oprah story at Mumbrella360


McEvoy, third from left, with Winfrey

Tourism Australia boss Andrew McEvoy is to reveal the inside story of how the organisation pulled off the coup of bringing Oprah Winfrey’s TV show to Australia.

McEvoy will tell the story at Mumbrella360, which takes place in Sydney on June 7 and 8.

Oprah’s Ultimate Australian Adventure saw the chat show host fly her audience to Australia in what culminated in the recording of two celebrity-packed shows at Sydney Opera House.

The deal generated global headlines and increased awareness of Australia as a tourist destination.

During his presentation at Mumbrella360, McEvoy will explain how the deal came about and offer early evidence of the return on Tourism Australia’s investment.  

mUmBRELLA_360Tickets for Mumbrella360 are now on sale. Details of how to book, along with information about the rest of the program, are available on the Mumbrella360 website.


  1. fraser
    29 Apr 11
    1:43 pm

  2. Will be interesting to see who TA credit for the idea –

  3. James Harrison
    29 Apr 11
    3:50 pm

  4. Although the comparison may be a little glib, the Oprah “event:” is nothing compared with the Royal Wedding…

  5. Patricia Wolfe
    30 Apr 11
    5:34 am

  6. Well, Tourism Australia, Mr. McEvoy, and the Aussies we met were the perfect hosts in a beautiful country. As one of the Ultimate Viewers, I had the trip of a lifetime and keep urging everyone I know to go to Australia!!!