the brands in entertainment news tower
BBC builds creator-led travel. Expedia connects the story to booking.
Creator-led travel programming, entertainment connected to booking, creator upfronts and The Guardian’s new video studio.
News and logical assumptions from the tower.
Creator-led travel
BBC Studios announced Scran & Scramble: An American in Scotland, a five-part digital series exploring lesser-known destinations through American creator Kobie and Scottish creator Bryan Millar Walker.
The 22-minute episodes combine creator personality, humor, discovery and cinematic travel storytelling in a format developed specifically for digital audiences.
Logical assumption: Premium travel programming is moving toward repeatable, creator-led formats built around specific audience communities.
Entertainment to booking
Expedia Group Advertising and BBC Studios launched On Location, a new branded travel series produced by BBC StoryWorks.
The first installment explores New York through Alan Cumming’s personal relationship with the city. The larger system connects destination storytelling with Expedia’s travel data and booking infrastructure.
Logical assumption: What happens after someone watches is becoming part of the entertainment design.
Creator upfronts
Arcade is relaunching as a creator-first entertainment company and preparing Europe’s first creator upfront.
IAB held CreatorFronts on September 15, bringing creators, original formats and commercial opportunities directly to brands and media buyers.
Logical assumption: Creators are becoming full-scale entertainment partners with talent, formats and distribution already attached.
Format development
The Guardian launched Guardian Studios, a new creative hub focused on video-first, personality-led journalism and original visual formats.
The studio will develop new on-screen talent, create programming across digital and traditional platforms and help the publisher reach new audiences through original video.
Logical assumption: Publishers with trust and built-in audiences are moving earlier into entertainment development.