Oprah Winfrey came to Australia and New Zealand in December 2015 to headline a multi-city arena tour “An Evening With Oprah”. This was Oprah’s first tour in New Zealand and 5 years since she last came to Australia. Oprah took to the stage, bringing her personal stories and insights to life in a one-of-a-kind intimate evening.
Waterfront was appointed by Dainty Consolidated Entertainment to secure the commercial rights. They were also in charge of finding brand partners based on bespoke integrated content as part of the tour and to tailor each partnership based on the needs of each brand. Director Sean Pickwell said
the opportunity to work with Oprah and develop strong partner programs for her first Australian arena tour is a lifetime highlight.
The brief involved finding commercial partnerships with a primary focus on the integration of branded content, experience based promotions and live engagement executions with each brand. Waterfront was to deliver unique and memorable brand experiences through alignment with the Tour and Oprah’s massive and passionate fan base.
Waterfront found the perfect partnership with Swisse Wellness aligning health and wellbeing with Oprah’s powerful message of “creating the life you want”. The partnership included the chance for Swisse customers to win one of 20 double passes to meet Oprah. The prize involved a meet and greet with Oprah, the arena show, dinner and transfers.
When aligning with a celebrity, authentic brand connections are key to success, and for presenting partner Swisse, connecting with Oprah needed to be a natural fit, as Sarah Chibnall, Corporate Communications Manager for Swisse says
Swisse is really excited to be partnering with Oprah Winfrey on her tour through Australia and New Zealand. Oprah is so genuinely committed to wellness and empowering others to improve their health and wellbeing. It is about something so fundamentally important to everyone and we share those values.
We can’t wait to share Oprah’s message with Australia and give our customers the chance to meet her in person! We have worked closely with Waterfront and DCE to tailor a deep engagement plan over the coming six months. It’s a very collaborative approach and we are delighted to be an important part of this tour.