Key areas of activity included:
Media relations – including the development of an online media registration and accreditation site; the site also serviced media requirement for images, information and regular postings from Ms Winfrey.
Managing media relations for the tour – including Ms Winfrey’s visits to Hamilton Island, Uluru, Melbourne, and Sydney. The agencies closely involved in the planning and execution of the tour. For example, the Sydney visit included five days of events – airport arrival and guest welcome; Botanic Gardens Welcome; Bridge Climb, setting a new world record; sailing regatta on Sydney Harbour with Russell Crowe and the two Oprah Winfrey Show tapings from the Sydney Opera House, involving 12,000 people.
Managing the media conference – Oprah Winfrey’s only media conference for Australia was held in the Concert Hall at the Sydney Opera House with over 200 media attending, including 26 camera crews.
Managing stakeholder relations – working closely with all governments and sponsors for the tour event. This included Tourism Australia, Qantas, NSW Government and regulatory agencies, Victorian Government and regulatory agencies, Sydney Opera House, Network Ten, all State Tourism Offices.
In NSW and Victoria, the agencies were closely involved in the planning for major public events and coordinated efforts with major authorities for crowd control and safely. The agencies also liaised with the relevant offices for the Prime Minister, Federal Minister for Tourism, State Premiers, and State Tourism Ministers and well as other key figures.
Tune-in publicity – the agencies also supported Network Ten with broadcast publicity to drive viewership of the four Oprah Winfrey Show specials, which covered the two Sydney Opera House shows as well as two specials covering Oprah and her 302 ultimate audience as they travelled around Australia.
* figures reported by Tourism Australia