Tourism Australia’s Oprah House marketing coup

Tourism Australia has pulled off a huge PR coup, tying up a deal that will see part of the final season of The Oprah Winfrey Show broadcast from Australia.

The chat show queen, who has a large US following as well as global syndication, announced the plan to a screaming audience, telling them that they were invited too.  

The nose of a Qantas plane then arrived onto the set, before Qantas ambassador John Travolta stepped out to join Winfrey.

Tourism Australia is to hold a press conference at the Opera House later today to discuss the plan.

The December visit – understood to be about ten days – will see Oprah and her audience tour Australia before it culminates in a show at the Sydney Opera House, or Oprah House, as headlines are already putting it.

She told the audience: “This is my last chance to do something really big. Maybe I should take all of you with me to the other side of the world. We’re going to Australia!”

Winfrey’s marketing influence is massive, with the impact her recommendation can have on book sales a celebrated marketing phenomenon.

Tourism Australia will be hoping that the impact on the travel plans of Winfrey’s audience will be similarly dramatic.

The announcement and the local interest it will generate in the show will also be a huge bonus for Ten, which has the Australian rights to Oprah.

This morning Ten said that its entertainment journalist Angela Bishop will interview Oprah via satellite later this week with the interview to be broadcast across Ten News, The Circle, and The 7pm Project.

Ten is fasttracking the Oprah episode that featured the announcement and it will be broadcast at 1pm tomorrow.

The PR effect of the Oprah visit is already obvious. At the time of posting, Google News already lists 1,461 articles relating to the visit.


Qantas CEO Alan Joyce said today: “The Oprah Winfrey show has a world-wide audience across 145 countries and we are delighted to partner with Tourism Australia on this amazing opportunity to showcase the best Australia has to offer.”

Qantas Airways, Tourism New South Wales, the Sydney Opera House, Tourism Victoria, Tourism Queensland, R.M. Williams and Network 10 are all partners in the venture, Tourism Australia chairman Geoff Dixon said.

He added: “We can showcase why there’s nothing like Australia to audiences around the world and encourage them to come and explore our country for themselves whether it’s their first time or their fifth time.”


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