Oprah Winfrey is going on the road again, but this time she’s doing it with Weight Watchers Reimagined in the name of wellness motivation.
The former talk show host and chief of her own TV network that’s aptly named OWN, is moving forward in the inspirational health arena starting in 2020. According to Oprah and the Weight Watchers’ website on Wednesday, the tour will be known as, “Oprah’s 2020 Vision: Your Life in Focus.”
Chris Winfield, the co-founder of the media consultancy Superconnector Media, sees the tour as a logical move.
“Oprah is the queen of all media, and she has long focused on wellness topics such as mental and physical wellbeing, so her move into the wellness sphere is not a real surprise, especially given her partnership with Weight Watchers,” Winfield explained.
This is not her first foray into live events, in 2014, she fronted “The Life You Want” tour which was seen as a success, according to a report from The New York Times. Ticket prices ranged from $199 to $999.
This venture is a nine-city tour, which starts Jan. 4th in Ft. Lauderdale and concludes March 7th in Denver.
Marketing experts say that this move comes at a time when brands are strategically refreshing themselves with “activations” that aren’t in-your-face marketing ploys. According to the firm Econsultancy, an activation is: “The process of making your brand known to people, increasing awareness and engagement through some kind of brand experience.”
FOX Business checked in with media experts regarding Oprah’s upcoming tour with Weight Watchers.
Why are celebrities moving into the live activation space?
According to Christina Daves, owner of PR for Anyone, celebrities are switching gears business-wise when it comes to live events “because they can draw the crowds. People want to get to ‘know them in person. It's so difficult to get butts in seats but celebrities have the advantage of their star power.”
Is there something specific modern consumers are looking for in their live events?
“I believe it's being able to connect with the expert because it's in-person and face-to-face,” Daves said.
Jen Gottlieb, the other co-foudner Superconnector Media, said, “The modern consumer is savvy, smart and is hungry not only for more connection at their live events, but to take actionable takeaways and really feel connected when they get back home.”
Gottlieb added, “They read all the new news and know all the wellness keywords. What they really want is to connect with Oprah, and interact with her magic.”
What does this wellness tour do to Oprah’s brand and image?
It just improves it. Oprah's reputation is solid and everything she touches turns to gold, even with the dip in OWN.” Daves pointed out.