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Apparently the "Oprah effect" doesn't transcend U.S. lines. Winfrey's audience went into typical pandemonium when she announced that she'd be footing the bill for a trip to Australia last December, but the resulting TV series, titled Ultimate Australian Adventure, underwhelmed viewers and failed to boost Australia's tourism efforts as planned.
As we reported previously, it was actually Australian taxpayers who shelled out money to fund Oprah's adventure, some $3 million to be exact, including expenses for 300 of her fans. Updated estimates put the cost closer to $5 million. The return, which was valued at over $300 million in global publicity according to Tourism Australia, didn't quite hit the mark. But just how far off it is has yet to be determined as Tourism Australia chief, Andrew McEvoy told the Sydney Morning Herald, "the full impact will be seen over many years to come."
Experts have relied on visits by Americans (as well as those by Canadian and British residents) to gauge Oprah's influence, numbers which showed that U.S. visits fell 0.8 percent in the first five months of 2011, compared with the first half of last year. The dip was even more pronounced in Britain and Canada, where Oprah's special also aired.
Australia's rising dollar is partially to blame, but critics also say that the TV series' narrow focus-showcasing only two "stereotypical" parts of the country-was also a factor.
Comments: (108)
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By: Tom Clougher on 7/20/2011 12:29PM
Liberal? As in, "Damn, I'm glad they don't have slavery or segregation anymore and a woman can succeed"? She's a hell of a lot better than Rupert "william Hearst" Murdoch.
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By: tom on 7/20/2011 1:01PM
Bravo Judy!!! Couldn't have said it better myself!!! Who gives a rat's behind what Ms. Windbag does or does not do?
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By: girlking on 7/20/2011 5:56PM
No Judy, you're sick of Oprah. You can't speak for anyone except yourself, Judy.
And @risa, Oprah did make up the tax codes, the U.S. government did. If she doesn't pay 10% on what she earns thank your government. She probably gives more than 10% to charity. But the question is, why do you care? She isn't taking anything from you. You don't pay her salary.
She's not responsible for boosting Australia's tourism, that's their responsibility.
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By: johnjfoote@aol.com on 7/20/2011 5:02PM
I am so sick of this Marxist woman and her controlling ways. Hope she fades away soon.
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By: MsBlase on 7/20/2011 7:05AM
Are you kidding? Does anyone in Australia watch world news? America and Americans are in the midsts of a financial meltdown. I just checked flights and hotel prices. For 1 person it would cost $2,500 just in air fair and hotel for 5 days from Chicago. Of course it wouldn't help the Auzzies if you didn't spend a little money while you are there, so let's conservatively estimate that to be $1,000.
Oprah aired the Australian show less than 6 months ago and the Australian taxpayers are only out $3M? They should be kissing Oprah's butt.
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By: Richard on 7/20/2011 9:03AM
That would be air fare, not fair. But yes, I agree.
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By: Rothay on 7/20/2011 11:53AM
Totally agree, MsBlase. Are those reporting on Winfrey's failure to generate a rush to visit Australia. As I commented earlier, I'd love to visit this great country but the cost of doing so is astronimical right now, what with the exchange rate on the Australia dollar and above all the recession here, and in both countries. The timing was wrong. The Aussies didn't need to spend that money - not one cent - on affording a showcase for a narcissistic talk show woman . Ironic, really, because for me the association with this self-important woman would put me off going anywhere. Still, I shall consign to oblivion in my memory Oprah's little shindig and visit Down Under most definitely. If only to see those roos, lol.
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By: girlking on 7/20/2011 5:56PM
Why would anyone assume that it is her responsibility to boost tourism. Australia should have their own marketing strategy to boost tourism. Lady O took her audience on the trip and I'm sure they spent money over there.
If Australia was putting all of their marketing dollars into one project, they should rethink their marketing strategy and go global.
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By: Anthony on 7/20/2011 7:07AM
Australia and Oprah can both take a hike. Highly overrated and just too full of themselves
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By: Sunny on 7/20/2011 7:10AM
What [who] gave Ms.Windfrufru the RIGHT to spend this out of sight amount on her 'make-me-popular-here' trip????? Lady, you have millions, pay these people back their money!!!
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