RUTH CARTWRIGHT | FUTURE OF TV PANELLIST

What happens when the screen changes, but the job stays the same?

Audiences are moving between linear TV, BVOD, streaming, social and new platforms.

But Travel Marketing still needs to do something fundamentally human:

Make people want to go somewhere.

Ruth joins Karin Seymour, Sky Media; Lindsey Clay, Thinkbox; and Sara Ali, TUI to explore how changing viewing habits are reshaping TV, brand building and storytelling.

Travel is already part of the story

Travel businesses have something many brands would like to have:

Places. Journeys. Experiences. Access.

And that doesn't have to mean making a Travel show.

A destination can be the setting.
A hotel can become a location.
A flight can be part of the journey.
An experience can become part of the story.

Your brand, product, people or expertise could have a natural role in drama, entertainment, factual programming or something entirely new.

Why should the relationship with a Travel brand always begin at the ad break?

We're finding more ways to make ambitious Content happen.

There are plenty of great Content opportunities out there. The practical question is often how do you fund it, how does the brand get involved, and how do you make the numbers work?

That’s where we can bring something different. We bring together Content expertise, funding, media relationships and different ways of unlocking value to help turn a good opportunity into something that can actually happen.

What could that look like?

Start with the ambition

Tell us the audience you want to reach, the place you want to grow or the perception you want to change.

Become part of the story

Locations, travel, experiences, products and expertise can all play a natural role.

Help make it happen

Explore different commercial and funding routes when the conventional budget isn't there.

Take it further

Extend the opportunity through social, talent, experiences and wider marketing.

A good time to talk about Content

We’re building out our Content capability in response to how the market is changing and what we’re hearing from brands, agencies and Media Owners. Travel is particularly interesting because businesses across the sector have so much they can bring to a Content partnership, from locations and experiences to access, expertise and stories.

The opportunity can start in different places. We might have a programme or partnership looking for the right brand, or you might come to us with an audience you want to reach, a destination you want to grow or simply an ambition you’d like to explore. From there, we can look at what Content opportunity and commercial approach might make sense.

Ruth’s Future of TV panel feels like a particularly good time to start that conversation.