Ford Australia partners with Ten for new travel show Roads Less Travelled
A new travel show encouraging Australians to holiday at home this year, Roads Less Travelled, is heading to Ten in November, with Ford Australia coming on board as a major partner.
Roads Less Travelled is a collaboration between Lux Content and leading travel app, Travello, with support from Tourism Australia as well. It will be hosted by Shane Jolley and Teigan Nash.
Shane Jolley, Teigan Nash
Presenters Jolley and Nash will drive a Ford Everest USV along picturesque routes in six states over the course of the show, and Ford Australia marketing director Danni Winter said the key message is about helping plan local holidays for summer.
“We know that as Australians start thinking about summer holidays, this year will be quite different, with many of us exploring our own backyards and planning more local road trips, from short getaways to longer overland adventures,” she said.
“We’re excited to partner with Roads Less Travelled to showcase the best our country has to offer.
“We know that for many Australians, choosing an SUV that’s as capable and adventurous as they are is an important part of planning their journey, from making sure there’s plenty of space to stretch out, to checking off all the latest smart tech and safety features – so it’s fitting that the off-road ready Ford Everest is the vehicle of choice for these trips.”
Co-host Jolley said there are plenty of parts of Australia for people to discover, with international border restrictions likely to remain in place for some time.
“The approach of the series will be to present authentic Aussie stories shared by locals in and around their home regions. We’ll discover hidden waterfalls, small town bakeries and unique experiences all over the country,” he said.
Roads Less Travelled will air across 12 half-hour episodes, and includes drives include routes through Tropical North Queensland, Noosa, Victoria, South Australia’s Fleurieu Peninsula and Kangaroo Island, Western Australia, Tasmania and NSW.
NRMA’s Parks & Resorts feature in the series, and CEO Paul Davies spruiked the terrific destinations of his parks “…from rainforests in Tropical North Queensland and remote beaches in New South Wales to the Great Ocean Road in Victoria – perfect for planning a road trip or three!”
Travello App
The Travello App will also feature as a tool to help travellers discover new locations through the eyes of a local.
“The partnership with Travello offers an audience that is complementary to broadcast television, putting the content we capture and stories we tell in front of a whole different demographic,” Jolley’s partner in Lux and long-time executive producer, Harry Hart, added.
A recent Travello survey found only 9% of Aussies consider themselves to have ‘travelled extensively’ within the nation. “The series will also be sold internationally offering overseas tourists an insight to areas of Australia they didn’t know existed when they get a chance to travel here again,” Hart said.
Travello co-founder Ryan Hanley said the app has “a reach of over 90-million a month across our various social channels and a database of over one-million, so we’ll certainly be putting these stories in front of domestic and international travellers itching for their next adventure.”
Tourism Australia, along with a number of featured state and regional tourism offices are supporting the series and will also be leveraging the content across their own extensive channels.
Ten revealed its full 2021 programming content slate today, confirming several new shows as well as its returning programming for next year.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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topics
Ford Australia
Harry Hart
Lux Content
Network Ten
NRMA Parks & Resorts
Paul Davies
Ryan Hanly
Shane Jolley
Ten
Tourism Australia
Travello
