Australian Tourism Campaign Face Off: Best Job in the World vs. Oprah House

You have probably heard by now that Tourism Australia has managed to lure Oprah Winfrey to Australian shores as part of it’s “There’s nothing like Australia” campaign.

Although they have paid for the privilege, this is a huge scoop for Tourism Australia. Oprah is easily one of the most powerful marketing tools on the planet.

There has been some social media complaints about the money being spent on this, but in my opinion, spending $3.5M to bring Oprah to Australia will be a lot more effective use of Australian taxpayers money than the $180M “Where the bloody hell are you” f&*k up.

But how does the Oprah visit stack up against the Tourism Queensland‘s “Best Job in the World” campaign, that pretty much scooped every award ceremony in the world last year?

Personally, while I loved the Best Job in the World campaign, I have to say that I think Oprah will put more paying bums on airline seats. She has the track record behind her.

And despite the fact it will be more effective, it probably wont win as many awards. But that shouldn’t really matter to Tourism Australia because at the of the day it is dollars you take to the bank, not awards.

But what do you think? Have your say in the poll below.

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Categories: International Marketing, Marketing Strategy, Travel Marketing


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  1. Oprah’s Ultimate Australian Adventure will win a truckload of effectiveness awards « Maloney on Marketing - January 27, 2011

    […] Back in September 2010 I wrote a post comparing the Best Job in the World campaign to Oprah’s Ultimate Australian Adventure. […]

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