Oprah Windfall for Oz tourism
Wed 22 September 2010
Oprah Windfall for Oz tourism
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The most powerful woman in the known universe is coming to Australia, so what does this mean for our quiet little colony?
Well firstly, it will be a touch less quiet as the lady with the booming voice, 300 of her easily excitable audience members, and her crew and entourage touching down in December.
To its credit, Tourism Australia, the much maligned head of tourism in this country, has worked hard to get the deal signed, sealed, and soon to be delivered.
''For years, people have been trying to get major TV shows to come down and broadcast, and other countries have also had a bit of a crack at it,'' Andrew McEvoy, managing director of Tourism Australia told The Age recently.
''It's in no way a new idea. Our achievement has been to get it across the line.'
'In a nutshell, TA's Los Angeles office took the proposal to OW's production company, Harpo, in April. In August, Harpo replied that OW was "stoked" with the idea (not a direct quote from OW).
In mid September, OW announced the trip on the first show of her final season, making her audience go "whoo-hoo!", and TA to go "crikey!" knowing there were plenty of details to work out.
''It was all hands on deck. It was a bit of a shock to the system, but all our partners - Qantas, the Sydney Opera House, all these guys - came on board to make sure we could deliver what we were promising.," Mr McEvoy said.
So what will it cost?
Current estimates are running at between $3.5 million, to $4.5 million, a cost which is being shared amongst TA and its State counterparts. Qantas is flying the guests out free of charge.
And the benefits?
According to everyone in the know, getting an endorsement from the likes of Oprah has already paid for the campaign to get her here.
International media interest has been sparked by her announcement to come to Australia and film at least two episodes which will go to air just prior to TA's "G'day USA" event.
Her program is shown in 145 countries around the world, and in America alone, 9 million people watch her show everyday.
''We've obviously got our investment back in spades already, and all that programming is still to come.,' Mr McEvoy said.
While itineraries are yet to be finalised, what is known is that after landing in Sydney, the audience members will split into three groups with some going to New South Wales, some to Victoria, and some to Queensland.
Time will tell whether Port Douglas is given the Oprah treatment, but let's face it, why wouldn't it be?