BBC Studios and Expedia Group Advertising today launched On Location, a new branded content series that combines BBC Studios’ premium travel storytelling with Expedia Group Advertising’s travel media network and commerce capabilities. Designed to help brands connect with audiences throughout their travel journey, the series creates a seamless path from inspiration to planning and booking. The debut travelogue, On Location: New York, features Emmy and Tony Award-winning actor Alan Cumming as he takes viewers on a journey through New York City.  

Produced by BBC StoryWorks, the award-winning branded content studio of BBC Studios, On Location brings audiences closer to destinations through the stories of people who know them best. 

The series marks the beginning of a new collaboration between BBC Studios and Expedia Group Advertising, bringing together BBC Studios’ storytelling and distribution capabilities with Expedia’s travel media network, audience insights, and booking platform. Together, the partnership creates a more seamless path from inspiration to action, enabling brands to engage travelers at every stage of their journey and making it easier than ever to turn their wanderlust aspirations into booked experiences.  

For brand partners, On Location offers an opportunity to align with premium storytelling while reaching relevant travel audiences across discovery, consideration and planning.  

“The most compelling travel stories are rooted in personal experience. Through our research and work with brands around the world, we’ve seen that audiences connect most deeply with stories that are emotional and authentically human.” said Farra Kober, Vice President, BBC StoryWorks. “When audiences experience a destination through the eyes of someone who genuinely knows and loves it, it creates a deeper connection that inspires exploration. Expedia shares our belief that powerful storytelling can move people from inspiration to action, and Alan Cumming’s unique perspective brings New York to life in a way that makes people want to experience the city for themselves.” 

“We’re delighted to partner with BBC Studios to launch On Location. It’s proof of what’s possible when world-class travel storytelling meets a media network built to make content shoppable,” said Angelique Miller, VP, E Studio, Expedia Group Advertising. “Together with BBC Studios, we’re connecting the emotional power of stories on screen with Expedia’s travel media network, creating a meaningful opportunity for brands to be part of the journey from inspiration to action.” 

The first travelogue, On Location: New York, explores the city through Cumming’s unique lens, revealing the people, places and moments that have shaped his relationship with one of the world’s most iconic cities. 

Rather than focusing solely on landmarks and attractions, the film offers a more intimate portrait of New York, exploring the city through the experiences and connections that have made it meaningful to Cumming. 

The travelogue will be distributed across BBC StoryWorks’ owned and operated digital and social channels, as well as Expedia’s owned and operated platforms. By combining immersive storytelling with Expedia’s travel planning and booking ecosystem, the campaign creates a seamless consumer experience, enabling audiences to explore deeper destination content, build personalized itineraries and effortlessly turn inspiration into action.  

On Location: New York is available here