Comedians battle to be top tourist in C4, VisitScotland’s branded entertainment collab

Where to Next? is fronted by Fatiha El-Ghorri.and John Tothill

Channel 4 in the UK has partnered with VisitScotland on a branded entertainment series, Where to Next?, fronted by British comedians John Tothill and Fatiha El-Ghorri.

Equipped with nothing but a sense of adventure and a microphone, Tothill and El-Ghorri battle it out in a series of challenges that will see one of them crowned the “best tourist.”

Local recommendations will see them travel across the country, from ancient castles and rugged coastlines, to grooming cows in the south of Scotland, as they hope to discover some of the lesser-known gems.

The episode goes live on Channel 4’s YouTube on January 6, alongside four shortform videos for Channel 4’s Facebook, Instagram, and YouTube Shorts pages.

It has been produced by Strong Watch Studios, with media agency Carat brokering the partnership.

Thomas Pullen, digital commissioning executive at C4, said: “It’s been a pleasure to commission this film with Fatiha and John bringing their contagious humour and fresh perspectives to an action-packed travel show.

“Where to Next? is filled with warm, authentic and funny interactions, not to mention stunning scenery. It has been fantastic to work with Strong Watch Studios, VisitScotland and Carat on this collaboration.”

Ashley Baxter, client director of Carat Scotland, said: “At the heart of VisitScotland’s strategy is digital storytelling and bespoke content creation, and Channel 4 offered us exceptional media value and best-in-class production.”

It continues a spate of recent deals from Channel 4’s Partner Labs, set up to secure branded entertainment partnerships, including Chris Ramsey’s Alternative Christmas Guide with Sainsbury’s and Filtered Interiors with Wayfair.