Image: Ch4 Press
By Jon Donnis
Channel 4 has confirmed a new three-part documentary, Lorraine Kelly's Norwegian Odyssey, produced by Captive Minds in partnership with Hurtigruten, the celebrated Norwegian coastal cruise operator. The series is part of Channel 4's Partner Lab initiative, blending engaging storytelling with brand collaboration. Lorraine Kelly will guide viewers through Norway's fjords, exploring its landscapes, wildlife, cuisine, and culture.
The programme delves into Norway's Viking heritage and examines its enduring influence on the country's culture and geography, drawing parallels with Scotland, which shares a Norse-influenced past. Along her journey, Lorraine meets locals who preserve Norway's traditions through folk stories, crafts, and culinary practices. The voyage travels north along the coast, offering encounters with whales, eagles, and concluding with the mesmerising Northern Lights.
Hurtigruten supports the series not only through sponsorship but also with a wider marketing push across TV, streaming, and print, ensuring the documentary reaches a broad audience. Iain Powell, Chief Commercial Officer at Hurtigruten, said the partnership celebrates the company's 130-year history of connecting communities along Norway's coast, and praised Lorraine's warmth and curiosity as the perfect lens through which to showcase the country's hidden gems.
Emma Hopkins, Partner Lab Leader at Channel 4, highlighted the series as an example of effective linear branded entertainment, noting how the programme integrates the brand into compelling narratives that allow audiences to connect with real experiences and personal stories.
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