The Ellen effect
In 2010 Tourism Australia did a deal with talk show queen Oprah Winfrey to visit our shores. Following in her footsteps, Ellen DeGeneres arrives Down Under shortly. (March 15 update: The visit has reportedly been postponed because of illness) But what effect did Oprah’s visit have and how will Ellen’s trip impact Aussie tourism numbers? In a feature that first appeared in Encore, Marcus Casey finds out.
The footage of Australian actor Hugh Jackman hurtling down a flying fox in front of the Sydney Opera House before smashing into a stage in a stunt gone wrong went right around the world via video, traditional media and word of mouth.
But it was the fact he’d done it as part of one of the episodes Oprah Winfrey was filming in Australia in December 2010 which made it newsworthy on a global scale.
Not only did the accident promote the fact Oprah was in Australia, but it created a sense of expectation in the international markets where Oprah is watched – especially in the US where millions follow her every word.
A month later when the episodes aired, more than 40 million people in the US, Canada and 145 countries around the world tuned in.
According to Tourism Australia, who backed the venture, Oprah’s visit to Australia generated more than 86,000 media articles across the world, with an estimated equivalent advertising value of $368 million – although media experts suggest this is something of a questionable measurement metric.
In terms of exposure, it was an unprecedented success and over the next year to 18 months statistics from the tourism body suggest an increase in visitors to the country off the back of the visit.
Tourism Australia found that in 2011 nearly 50 per cent of US travellers to Australia were influenced by Oprah’s visit and there was a five per cent increase in US arrivals during the 2012 calendar year. A survey of those aware of Oprah’s Ultimate Australian Adventure found 74 per cent agreed Australia was worth travelling to and 61 per cent had researched Australian holiday options. And from a sample of 500 US travellers who visited Australia last year, 73 per cent said the show influenced their decision.
After the success of Oprah’s visit, another talk show host arrives in Sydney this week. Ellen DeGeneres, married to Australian actress Portia de Rossi, is making her first trip to Australia.
While state tourism bodies Destination NSW and Tourism Victoria are involved in facilitating the visit, 95 per cent of the estimated $30 million venture is backed by Australian vitamin company Swisse, which is using the star to launch its brand in the US.
Although DeGeneres won’t be shooting entire episodes here like Oprah did – instead just individual segments of the program will be shot in Sydney and Melbourne – the upshot is that Australia will once again be exposed to a considerable audience.
Ellen has been hyping up the trip with regular mentions on her weekday talk show which she has hosted since 2003.
And 400 of the show’s more than four million US viewers also won trips to Australia in the coming months.
Chemist Warehouse and Qantas are the other main commercial sponsors for the trip with Swisse onselling the sponsorship opportunity to them. “The reaction of the producers when they came here to scout was amazing,” says Swisse CEO Radek Sali. “The diversity and cosmopolitan nature of our cities, and the sheer size of them, was not the stereotypical Australia they were expecting. They are looking forward to showing that off, and we’re looking forward to it being done Ellen’s way, which is unique. The plans we have are going to create a lot of interest in overseas viewers beyond what they traditionally know as being Australian. And since the (January) announcement there hasn’t been an episode where she doesn’t talk about Australia, or a guest doesn’t ask her about Australia.”
And it’s not just the city that will benefit from her trip – tourist hotspots such as Taronga Zoo will also get wide exposure.
“Destination NSW met with Ellen’s executive producers to discuss options and the producers enjoyed visiting some of Sydney’s most wonderful destinations, including the Harbour Bridge climb, Bondi beach, being on a Manly ferry and seeing Taronga Zoo, Darling Harbour and The Rocks as well as some other secret locations,” Destination NSW chief Sandra Chipchase told Encore.
“The Ellen Show has never been filmed outside the United States so we are delighted that Sydney will feature strongly in pre-recorded segments to be broadcast in the show.
“Ellen has mass appeal, with a huge audience reach and social media following. To leverage her visit we are planning social media and PR activities to promote Sydney experiences during her trip, which are under wraps for now.”
Chipchase says international programs filming in cities such as Sydney and Melbourne are invaluable for tourism initiatives.
“A range of international media, including morning TV shows, travel and lifestyle programs from all over the world make a regular visit to Sydney to produce segments or broadcast their programs,” she says. “Most recently there have been crews from Germany, Japan and China. All of the PR and marketing activity we focus on is ultimately to raise the awareness of Sydney and NSW as a key travel destination, whether it’s for a holiday, to visit friends, attend a conference or be part of an incentive program.
“The Ellen DeGeneres show filming in Sydney is no exception. We will also be looking for increased arrivals to Sydney from her key audience markets – but exercises like this are all about building greater awareness as well as converting the exposure into sales.”
The visit will also provide a massive opportunity for local brands such as fashion labels to get exposure. Designer Camilla Franks received exposure beyond belief when Oprah wore one of her kaftans during her Sydney visit. It’s understood Ellen has signed a deal with Australia’s Target chain.
“It will go really well because she has star power here, and massive star power in the US,” says Mat Baxter, CEO of media agency UM. “There are plenty of brands looking for leverage from her trip.”
Baxter says the move is a smart one for a brand like Swisse given the cost of advertising in the US, but brand Australia will also benefit.
“This is a far more aggressive commercial operation than Oprah’s visit, which was purely Tourism Australia. While this is a commercial concern and a commercial event, it will give huge exposure to Australia in a country where it costs $250,000 for a 30-second TV commercial,” says Baxter.
Destination NSW’s Chipchase says while the genesis for this trip was commercial, the tourism body plans to make the most of the opportunity.
“We work with strategic partners and stakeholders to develop these types of opportunities and consider all partnerships with relevant brands that will ultimately drive tourism and overnight visitor expenditure in NSW,” she said.
“Working with Qantas is another example of this with the Ellen opportunity, and makes sense from the point of view that they will develop and promote packages to visitors in the US.
“A number of other companies across NSW have asked to be involved in Ellen’s visit.
“We have passed on all offers to Ellen’s producers to consider as ultimately it will be their decision regarding product placement and the experiences selected to form part of the filming.”
While it may be about selling vitamins, Australia looks poised for an energy boost. Either way, Ellen would do well to stay away from flying foxes while she’s in town.
This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit encore.com.au for a preview of the app or click below to download.
