Every now and then, tourism advertising gets interesting. This campaign is interesting, a social branded entertainment series, by Channel 4 and VisitScotland. The series, Where to Next?, was developed by 4creative and the channel’s new internal creative partnership team, Partner Lab; and was produced by Strong Watch Studios, with media agency, Carat, brokering the partnership.
Where to Next? gives British comedians, John Tothill and Fatiha El-Ghorri, nothing more than a microphone and their own sense of adventure to battle it out in a series of challenges to be crowned the best tourist. To be named winner, each will rely on local recommendations that will take them across Scotland as they hope to discover some of the lesser-known gems.
The first episode goes live on Channel 4’s YouTube on January 6 2026, accompanied by four short-form videos for Channel 4’s Facebook, Instagram, and YouTube Shorts.
Emma Hopkins, partner lab leader at Channel 4 says, “This branded entertainment series is good for the soul. Authenticity and personal recommendations are super sought after at the minute. We feel this type of digital content is the ideal way to meet audience desire as the comedians speak with locals about their experiences and insights.”
Jill Walker, director of marketing at VisitScotland, added, “Social storytelling and content creation are key components of our marketing strategy. Where to Next? is a really entertaining way of bringing to life what Scotland has to offer. John and Fatiha take viewers on an engaging and entertaining trip through those unique experiences and sights, from Glasgow to Dumfries and Galloway, that make Scotland a special destination.”
The new series is part of Channel 4’s Partner Labs recent adventure that includes Chris Ramsey’s Alternative Christmas Guide with Sainsbury’s and Filtered Interiors with Wayfair.
