Tourism officials are hoping Oprah Winfrey can do for Philadelphia what she did for Toni Morrison.

Winfrey has agreed to do a voice-over for a "Philadelphia: The Place That Loves You Back" tourism spot. The talk show host stayed in the city last year while filming the movie "Beloved," based on Morrison's novel.When Winfrey touted Morrison's "Song of Solomon" on her book club, it became a best-seller - as the selected books often do.

"I think she'll go a long way to validating Philadelphia as a vacation destination," said Rich Russo, creative director for the advertising agency Tierney & Partners.

Winfrey will do the spot for free; the city will pay $10,000 to her favorite charity.