*Oprah’s going out in style with her final season of “The Oprah Winfrey Show,” and as part of the excitement, she gave away more of her “favorite things” in her special United Airlines Boeing 757 airplane.
As previously reported, the repainted and designated “Oprah Winfrey Show” Farewell Season Plane has “Oprah” logos on its fuselage and tail and “farewell season” decals on tray tables inside the aircraft.
The passengers are unaware that they’ve been chosen to fly on the special plane, and then are greeted by a video welcome from Oprah in which she thanks United for helping to celebrate her 25th and final season. Then, the goodies come out, with United giving one lucky winner a million frequent flier miles — the equivalent to a trip around the world!
United Airlines’ “Oprah Winfrey Show” Farewell Season Plane is scheduled to make more appearances throughout the show’s final season.
[Watch video below.]
Meanwhile, Oprah’s new trailer for OWN, the new Oprah Winfrey Network, begins airing today in movie theaters across the country featuring the brand-new tune “Own It” by will.i.am.
The song is being featured as part of OWN’s launch campaign as well as the theme song of the upcoming “Your OWN Show: Oprah’s Search for the Next TV Star.” “Own It” is also on the new Black Eyed Peas album, The Beginning, as a bonus track.
In the one-minute ad, will.i.am calls out to dreamers, believers and “tomorrow leaders.” Then Winfrey looks at her audience and asks: “What if I could take every hero who inspired me; every lesson that motivated me; every opportunity that was ever given to me; and give it to you?”
“Now, here we are,” Winfrey continues. “This is our day. This is our moment.” To — to what? In the background, will.i.am is still singing: “To own it.”
Aside from the fact that will.i.am dreamed up a song specifically for OWN, the channel is being introduced to the country in a relatively low-key way, with the cinema ad and some Web ads that started appearing earlier this week.
“Our Phase 1, which is what we’re doing right now, is, ‘What is OWN? Where is OWN? When is OWN?,’ ” Darren Schillace, the channel’s vice president of consumer marketing told the New York Times.
With brief shots of crowds, dancers and a smiling baby, the ad conveys that “this is celebratory,” Schillace said. The channel is buying movie screen ad time with both Screenvision and NCM, the two dominant in-theater ad distributors.
The ad will be adapted for television, both for the portfolio of channels owned by Discovery and for outside cable channels.
The multimillion-dollar campaign is being coordinated internally by OWN, which is based in Los Angeles. Already, there are commercials on Discovery Health telling viewers about the imminent changes.
During one of the few shows that OWN will keep, the Monday night documentary series “Mystery Diagnosis,” commercial spots tell of its future time slot on OWN, Wednesday night.
There is also a print ad in Vanity Fair promoting “Oprah Presents Master Class,” a profile series that will feature Maya Angelou, Jay Z, Diane Sawyer and others. Schillace said building awareness of OWN’s individual shows was a priority both before and after the Jan. 1 start date.
But so much of the interest will fall on Winfrey’s shoulders. She is sure to steer people to OWN during a Barbara Walters prime-time special on ABC on Dec. 9, titled “Oprah’s Next Chapter.” Ms. Winfrey has also, on three occasions, recorded video and audio for the OWN marketing campaign, and her face is prominent in the display ads that started appearing on Web sites this week.
OWN is buying the space through ad networks to aim at women ages 25 to 54, the demographic that it hopes will make up the bulk of its audience. It is preparing other display ads that will show snippets of OWN programming.
Some of the ads this month will direct people to a tool at Oprah.com to look up the channel position of OWN on local cable and satellite systems. There is also a toll-free number, 888-9GET-OWN. Winfrey tells callers, “See you on OWN New Year’s Day.”
In mid-December, the campaign will expand a bit with a limited number of billboards, including one in Times Square and one on the Sunset Strip in West Hollywood. Between Christmas and New Year’s Day, there will be some countdown clock spots on radio and on the Web. “Oprah’s so recognizable, it makes for really powerful radio,” Schillace said.
Maybe the song in the cinema ad, “Own It,” could make it to radio, too. The song is a bonus track on the Black Eyed Peas’ new album, “The Beginning.”
To hear OWN executives tell it, “Own It” was born out of a conversation between will.i.am and the channel’s chief creative officer, Lisa Erspamer, who said she was looking for a theme for “Your OWN Show: Oprah’s Search for the Next TV Star,” a competition show that will have its debut in January. A half-hour later, will.i.am called back with the song.
Undeniably catchy, its chorus repeats the words “I wanna own it,” and one of its verses calls out Winfrey: “I wanna do it big like Oprah.”
Click here to watch the OWN promo.