Oprah’s Australian media frenzy
Oprah Winfrey’s Ultimate Australian Adventure may prove to be the biggest PR stunt of all time for brand Australia.
Mumbrella reports from the Opera House show recording.
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I don’t think there could be any doubt that we will receive a very high return on the investment. Well done, Tourism Australia!
Why didnt Football Federation Australia get Oprah to do the World Cup bid rather than the ridiculous cartoon kangaroo hopping around.How many times did she yell out “Australia”? How well has the whole thing been orchestrated and timed well? Only drawback in melbourne Fed Square was the terrible PA system when no one could hear Julia or Ted and the VERY thin Carrie Bickmore. Is that a thinner woman in Australia??
Has there been a better advertisement for Australia than Oprahs visit?
Yeh – congrats Tourism Australia. It was huge, much bigger than i imagined it was going to be and looked to be a fantastic advert for Australia. I think next time Hugh might walk on stage like everyone else… poor bugger.
Not being able to hear Julia or Ted is a “drawback”???
Love the Hawaiian music on the clip 🙂
Tim
I don’t know how you can claim the international media jumped on the story. Her trip to Australia has received hardly any international coverage until the Hugh Jackman accident which may be its saviour. The claimed audiences for the program in the US by Tourism Australia and Channel TEN is 40 million per week when her average audience is about 7 million.
Peter, the amount of international media coverage for this story is irrelevant. The show has a massive American audience and is also shown in 145 countries. That has to have a major impact.
Tony
The show has only an audience of 7 million in a population of 300 million and they are mostly stay at home mums and the unemployed. Most don’t have passports and have never been out of America and you think they are going to pay thousands of dollars to come all the way to Australia.
The program has been in decline since 2005 and for some of this year was being well beaten by Judge Judy. Her audience in the latest week in the US averaged 6,868,000 and was beaten by other syndicated programs Wheel Of Fortune and Jeopardy.
Even the Oprah web site is careful not to claim any actual numbers for an international audience because there are so few. Australia, one of the major english speaking markets for the program only has 150,000 viewers on average, half the audience of The Bold and The Beautiful or Judge Judy here.
Why is Tourism Australia not quoting the correct potential audience figures which are only a fraction of their claims.
Hi Peter,
Don’t forget that there’s also been a lor of spin-off coverage.
I happened to hear the BBC World Service last night (and I think we can agree that it’s got a significant global audience). The Oprah visit was a hook to discuss Australia’s role as the, in their words, “global lifestyle superpower”. Sounds like good value to me.
Cheers,
Tim – Mumbrella
I dont understand why people in the Australian media industry are so small minded to not see the big picture here. SURELY people have seen the massive impact Oprah has had on other brands and products overseas, including shows which have taken off solely because of her endorsement. Its incredible to believe that a woman, a self-built billionaire through her 25 years in media, isnt given the credibility she deserves through her own success in the medium herself??!!! Whatever was paid pales in comparison to the ridiculous amounts of money paid by other advertisers for far less coverage, attention, and ultimately impact.
Oprah is a person and program watched, loved and supported heavily by people not only in America but in the 145 countries where her show is shown. Considering the last “ambassador” for Australian Tourism was bimbo Lara Bingle, the fact that Australia has chosen an icon of our time, a self built media billionaire to promote this country, is by far the smartest choice made to date. Anyone who cant see the massive impact that will have for at least a few years, clearly doesnt see the big picture.
@tim Mate it wouldn’t have made a difference. The Qatar folk had the money and greased those FIFA palms with it(.)
It should not be a secret ballot though and quite possibly we might see a break away re the World Cup as a result(.)
When Oprah endorses books they hit the top 10 bestsellers in a week…
Peter Cox,these are the latest daytime ratings in the US:
For the first time since September, Judge Judy edged out Oprah for daytime supremacy. Judy bested Oprah by an average of 464,000 viewers, gaining 5% from the prior week to a 4.6 rating and 6,597,000 total viewers. Oprah fell 8% to a 4.5 rating, attracting 6,133,000 viewers.
Wheel of Fortune and Jeopardy have been on top for years but how many people know who hosts those two shows??How many people on the other hand have heard of OPRAH!OPRAH! Millions! Curtis Stone and Jamie Durie have got so much exposure after being spotted by O.
Peter Cox- what are you basing your claim that her trip “hardly received any international coverage” Have you undertaken some extensive media analysis?? I know that friends in Canada and Austria are WELL aware of the trip and it has in fact received much coverage there- prior to Hugh Jackman’s accident… this has been an excellent advertisment for Australian tourism- and bear in mind the shows haven’t actually gone to air yet…. I think this has been a very smart move by TA
I saw a segment where they visited the school of a teacher who was coming on the trip. The whole school knew about her trip and the students were all following her adventure and learning about Australia. No doubt countless other stories like this exist.
Peter, if you had $4 mill, curious to know how you’d spend it?
We should have invited Ridge Forrester here to release a new Forrester fashion line. Judge Judy could have been the runway model. Gold.
as you say tim we have to wait and see, great stunt but so was best job in the world
http://www.guardian.co.uk/tv-a.....on-channel