We collaborated with Channel 4 on an episode of its online entertainment series, Where to Next?
It saw stand-up comedians Fatiha El-Ghorri and John Tothill battle it out to be the “best tourist” on their trip to the South of Scotland.
The pair began in Glasgow where they got tips of what to do and where, by the public.
From Glasgow, they headed south through Ayrshire to Dumfries and Galloway, taking in some locations found in the Galloway & Southern Ayrshire UNESCO Biosphere.
The full episode was released on Channel 4’s YouTube channel, alongside short-form videos on Channel 4’s Facebook, Instagram, and YouTube Shorts.
YouTube is an important channel for reaching younger audiences.
Ofcom’s annual report revealed last year that YouTube is the first place young adults (16-34 year olds) go when streaming content on their TV. The platform is the second most-watched service in the UK, behind the BBC.
To coincide with the release of the episode, we also created an episode-based itinerary on our consumer website which was included in a dedicated email to our consumer email subscribers.
7.4 million
Views on YouTube of Where to Next? with average viewing time above expectations
73,000
Views of Channel 4’s Facebook reel which had 410 engagements