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 brands still need to do something fundamentally human:
Make people want to go somewhere.
Catch Ruth on Stage
Ruth Cartwright 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 Content.
Travel businesses have something most brands would love to have: places, journeys and experiences that can naturally become part of a story.
That doesn't have to mean making a travel show.
A destination can become the setting. A hotel can become a location. A flight can be part of the journey. A cruise can provide the experience. Your product, people or expertise could play a natural role in entertainment, drama, factual programming or something entirely new.
The opportunity is bigger than advertising around the Content. Your brand could help make the story possible.
We're finding more ways to make ambitious Content happen.
We’re seeing plenty of appetite for bigger Content opportunities. The stumbling block is often practical: where does the money come from, how does the brand get involved, and how do you make the numbers work?
That's where we can bring something different. We combine 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 what you want to achieve
You don't need to arrive with the content idea.
Tell us the audience you want to reach, the destination you want to grow or the perception you want to change. We can explore the Content, partners and commercial routes that could help get you there.
Help make something happen
Support Content your audience would genuinely choose to watch.
Become part of the story
Your destination, property, journey, product or expertise could have a natural role in the Content.
Put what you have to work
Locations, access, travel, experiences and other value can all contribute to a partnership.
Take it beyond the screen
Extend the idea through social, talent, PR, experiences and your wider marketing.
Find another way to pay for it
Explore different commercial routes rather than assuming everything requires a completely new cash budget.