We teamed up with NBC’s 1st Look to show the US audience some of the best of Scotland’s food and drink, culture and attractions – reaching millions viewers over the weekend of its broadcast.
It is the third time we have worked with WNBC, the flagship station for network NBC, following programmes featuring Scottish actor Alan Cumming.
1st Look is a popular lifestyle magazine show, fronted by Johnny ‘Bananas’ Devenanzio, which broadcasts across America immediately after late-night television variety show, Saturday Night Live.
Last month, Devenanzio toured the country from the Scottish Borders to Dundee, meeting innovative Scots who have helped shape the visitor experience, for the episode entitled Scotland is Now, named after the global campaign launched in 2018.
Scotland is Now builds on the nation’s acknowledged strengths as a land of unrivalled history, breath-taking scenery and warm welcomes, but shines a light on lesser-known qualities: a pioneering, dynamic and progressive nation taking the lead on key global challenges.
Devenanzio spoke to Vixy Rae, Creative Director of Scotland’s oldest bespoke tailor, Stewart Christie & Co; took lessons in medieval combat with Charlie Allan, Chief Executive of the Clanranald Trust for Scotland at DunCarron Medieval Village; learned about Scotland’s national drink at The Borders Distillery; and toured V&A Dundee.
Other highlights include learning about Scotland’s produce with The Brand Family at East Fortune Farm and Michelin-starred chef Tom Kitchin and taking golfing lessons with Scottish professional golfer Rachael McQueen on the Old Course at St Andrews Links.
Filming for the episode was the first-time host Devenanzio had been to Scotland – and he was immediately impressed.
I think when people envision Scotland, their first thoughts are about the lush landscapes, the highlands, the beautiful lochs, the coastline, as well as the whiskey, the tweed, the medieval castles. And then you get here you realise that not only have all your fantasies come true, but all of your expectations are exceeded.