Winfrey: Australia’s investment in getting me here will pay off

Talk show host Oprah Winfrey has promised that Tourism Australia’s investment in her visit will deliver an “immeasurable” return.

Sitting next to Tourism Australia boss Andrew McEvoy at a press conference, Winfrey said: “I know that there’s a lot of talk and concern in this country about what this will mean for Tourism Australia, and there will be councils measuring how many people came, and did the rates go up and all of that.

“Let me just tell you… it is immeasurable what four hours of a love festival about your country broadcast in 145 countries around the world can do. What I know for sure is that what will happen is  people who can afford to come this year, people who never even thought about Australia, didn’t know where it was, are going to go Google Earth it. In other people the seed will be planted in their heart ‘We’ve got to get to Australia’.”

She referred to the sponsorship arrangement as a win-win.

Less encouragingly for one of her sponsors, Telstra, she referred to the telco as “Less-tra”.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.