The Hal-O effect
Has anyone else been affected by the gold dust floating around Sydney the past few days? I am usually a fairly cynical person but there’s something about Oprah that just makes me feel like hugging someone. And spending money.
I’m sure our friends at Tourism Australia will be celebrating Christmas twice this year too after suffering from years of chronic poor taste and misspent millions. Now, having secured a piece of the most sure fired marketing formula known to modern age – the Oprah effect, “I have named myself an unofficial ambassador for Australia and I have the biggest mouth on Earth!” (brilliant!), we simply need to sit back and await the American invasion.
So we know an Oprah endorsement means explosive success for everything from cake tins to US Presidencies but what can mere earthling brands learn from Oprah? Is it just because she’s so darn nice that people the world over desire to believe her .. despite the shameless commerciality and abundance of her allegiances? Is it perhaps precisely because she’s so transparent about her motivations that makes her so effective? Is it because she is the ultimate challenger brand fighting on behalf of the small and low? Can your brand embrace her optimism and authenticity? Would be keen to know your thoughts (as well as tourism ROI when that comes in!)
