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Cashing In On Oprah

Australian tourism to capitalize on visit by Oprah

Jan 09, 2011

Qantas and other travel groups are planning an advertising blitz in the US to capitalise on the recent visit to Australia by Oprah Winfrey.

The campaign will offer unique ways of absorbing all the best Australia has to offer.

Tourists daunted by Australia's vast spaces and with limited vacations will be targeted by Qantas.

The airline's advertising will feature "walkabout" packages tailor-made for time-poor Americans.

Tourism Australia said it would be launching a $5 million marketing push into the US soon on the back of the Down Under shows to be staged by Winfrey, who described herself as the "unofficial ambassador for Australia".

A special promotion for young tourists will be devised highlighting the Australian working holiday visa available to under-30s.

Tourism authorities will spend $US1.5 million on an "ultimate Aussie holiday sale" to be advertised during each of the four special Oprah shows, as well as in other media.

Piggy-backing off the campaign will be other marketing activities in countries where the Oprah Winfrey Show is broadcast, including Britain, New Zealand and Canada.

Tourism Australia reportedly paid $3.5 million to bring Winfrey to Australia, while state governments also chipped in funds.

Tourism Australia managing director Andrew McEvoy, said his organisation and its partners were putting out "outstanding deals" to convert excitement over Ms Winfrey's visit into firm holiday bookings.

"The Oprah screenings provide an unprecedented opportunity to showcase the best of our country to people in Australia and many of the other 145 countries where the show will be broadcast, " he said.

Australian tourism to capitalize on visit by Oprah
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Source: AAP

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