CASE STUDY:

Oprah's 2020 Vision: Your Life in Focus TOUR

oprah.com / @ww

ABOUT THE EVENT

In November of 2019, Weightwatchers (WW) partnered with Oprah Winfrey and Live Nation to launch WW Presents: Oprah’s 2020 Vision: Your Life in Focus. The tour covered nine cities across the U.S. from January through early March 2020, featuring once in a lifetime experiences, energizing and motivating audiences to achieve their personal goals. Oprah’s 2020 Vision: Your Life In Focus 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 2020 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, Oprah’s 2020 Vision: 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.

EFFORTS

Ahead of the tour, SIX4 Creative was retained to assist Weightwatchers (WW) and Live Nation in public relations efforts, production tasks, booking outreach, and influencer relations for each of the nine cities playing host to Oprah’s 2020 Vision: Your Life in Focus Tour. 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. 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 Oprah’s 2020 Vision: Your Life in Focus while giving WW members dining choices in each city to help them stay on track. 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.

RESULTS

As a result of our efforts, SIX4 Creative secured media and influencer coverage for the “WW Favorites” program in Los Angeles, Denver, Atlanta, Minneapolis, Miami, San Fransisco, Brooklyn, and other major cities along the sold-out tour. Working with WW leadersip, 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. Oprah’s 2020 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. By securing a variety of local coverage in select markets, we were able to maximize the “WW Favorites” announcement, creating urgency and excitement that garnered additional opportunities for coverage, both locally and nationally.