USING PR & HYPER-LOCAL MARKETING TO CREATE A SOLD-OUT NATIONAL TOUR

SIX4 Creative assisted WeightWatchers and Live Nation with event production, public relations, booking outreach, and influencer marketing for the nine host cities.

OVERVIEW

OPRAH'S YOUR LIFE IN FOCUS

Oprah’s ‘Your Life In Focus’ tour offered a full-day wellness event with Oprah stopping in Ft. Lauderdale, Minneapolis, Charlotte, Atlanta, Brooklyn, Dallas, San Francisco, Los Angeles, and Denver to guide attendees in developing a personal action plan.

In each city, ticket holders experienced a marquee interview as she sat down with Amy Schumer, Lady Gaga, Tina Fey, Kate Hudson, Jennifer Lopez, Dwayne “The Rock” Johnson, Tracee Ellis Ross, Michelle Obama, and Gayle King along the way.

Global dance phenomenon Daybreaker led electrifying pre-show dance parties for audiences at every stop, and Emmy award-winning choreographer Julianne Hough kicked off each afternoon with her exhilarating movement experience method, KINRGY. In addition, ‘Your Life In Focus’ was the marquee launch of Live Nation’s newly-created division, Women Nation, focused on creating and developing female-led, female-driven experiences.

OPRAH.COM
@WW

THE NEED

PRE-TOUR ACTIVATION

While production was in process, we supported WW leadership and event producers with celebrity guest research, copywriting for media assets, information organization, outreach planning, and tour logistics. Additionally, SIX4 Creative was tasked with activating each city along the tour, and worked to spearhead and develop the “WW Favorites” program.

THE PROCESS

On-brand copywriting.

We assisted in copywriting for various needs, including press releases, strategy and production decks, spreadsheet development, and process outlining. Further, we drafted all outreach and marketing copy, including press releases and programming decks for every market, to support the “WW Favorites” campaign we conceived to support the tour.

Identifying local partners.

To guide local and out-of-town diners, we selected a diverse group of more than fifty local restaurants and iconic eateries, and assisted each in identifying or reimagining a “WW Favorites” dish to align with WW nutrition standards. This program helped us spread the word about ‘Your Life In Focus’ while giving WW members dining choices in each city to help them stay on track.

THE PROCESS

Surprise Events at Destination Cities

Working with WW leadership, we assisted in coordinating surprise visits from Oprah Winfrey and Gayle King at Busy Bee Cafe in Atlanta and Lil Greenhouse Grill in Miami – both participating “WW Favorites” restaurants. The program proved successful, as more than fifty restaurants featured dishes to align with the program, garnering increased sales for each restaurant partner, and positive exposure for WW and the traveling tour.

Public Relations and Social Media Marketing

Once all participants were confirmed, SIX4 Creative led public relations efforts for the “WW Favorites” program — pitching select tour cities to educate and engage each respective market, and garner fitting coverage.

We also identified and managed social media influencers in Ft. Lauderdale, Minneapolis, Charlotte, Atlanta, Brooklyn, Dallas, San Francisco, Los Angeles, and Denver to leverage their reach, and further spread awareness about the “WW Favorites” program and restaurant partners.

THE SUCCESS

Local Press Coverage Along Every Stop

SIX4 Creative secured media and influencer coverage for the “WW Favorites” program in Los Angeles, Denver, Atlanta, Minneapolis, Miami, San Francisco, Brooklyn, and other major cities. We maximized the “WW Favorites” announcement by creating urgency and excitement that garnered additional opportunities for coverage locally and nationally, including Atlanta Journal-Constitution, CBS News, The Westside Gazette, Miami Herald, Charlotte Magazine, 11Alive, Veg World Magazine, 5280, KARE11, and ABC.

Sold Out at All Nine Cities

Oprah’s Vision: Your Life in Focus sold out arenas and tickets in all nine cities, inspiring incredible conversations, organic connections, and once in a lifetime experiences. Our copywriting work helped to support audience outreach on behalf of the production teams and ensured all parties involved were informed and prepared for a smooth event at each stop of the tour. The press releases we developed were shared widely offering clear communications that led to positive coverage in markets across the United States.