All Aboard for Fjord-tastic journeys! Hurtigruten and Channel 4 partner on Lorraine Kelly’s Norwegian Odyssey

Channel 4 today confirms Lorraine Kelly’s Norwegian Odyssey, a new three-part brand-funded documentary brokered and produced by Captive Minds, in partnership with Hurtigruten, a renowned Norwegian coastal cruise operator. This linear branded entertainment programme is the latest deal with Channel 4’s Partner Lab and follows Lorraine as she voyages through Norway’s fjords to discover the stunning landscapes, wildlife, food and culture. 

The series takes us on a spectacular journey which uncovers how the Viking era has left its imprint on the way of life and landscape of Norway, and the parallels observed in Lorraine’s home nation of Scotland to this day when it was once sieged under Norse rule.

Lorraine will meet people along her travels that are keeping the rich history of Norway alive through folk traditions and Nordic tales and immerse herself in the crafts and culinary delicacies of the region. The TV icon will sail north along the coast to see what natural beauty it offers, spotting whales and eagles, ending her journey with a Northern Lights (aurora borealis) spectacle.

In addition to programme sponsorship and featuring within the editorial itself, Hurtigruten is extending support for the partnership through targeted amplification and placement across TV, streaming, and print, helping to drive sustained awareness of the series among a wider audience.

Iain Powell, Chief Commercial Officer at Hurtigruten said: “We’re delighted to partner with Channel 4 on this brand-new series. For more than 130 years, Hurtigruten has been connecting people and communities along Norway’s coast, and this series celebrates that legacy while showcasing the beauty of the coastline we call home. It was equally rewarding to work with Lorraine, whose warmth, curiosity, and genuine love of travel make her the perfect guide to share Norway’s authentic, lesser-seen locations.”

Emma Hopkins, Partner Lab Leader at Channel 4 said: “We’re excited to partner with Hurtigruten on a beautiful series. I think this is a perfect example of linear branded entertainment as it seamlessly weaves the brand in with an engaging concept that will meet audience’s desire to explore everyday experiences and connect with personal stories.”

This marks the latest producer-led linear branded entertainment deal with Channel 4’s Partner Lab an in-house creative partnerships team. Partner Lab also offers solutions across Partnerships, Sponsorship, Creative Strategy and Production to deliver high-quality campaigns across TV, streaming, sponsorship, and branded entertainment. In October, it was confirmed that Katherine Marlow, AFP Senior Lead at Channel 4, would commercially support all Producer-led linear branded entertainment campaigns for the broadcaster.

Stream or watch the series on Channel 4, from Thursday 15 January at 8pm.

Credits:

Commissioned by Clemency Green, Senior Commissioning Editor with Jo Street, Director of Commissioning, Nations & Regions and Head of Lifestyle.

It is executive produced by David Harrison and Liz Mills, along with series producer and director Ross Haley from Captive Minds.