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Tui Future of TV Media Planning and Buying

Fred Sirieix and Emma Willis front Tui branded entertainment show


By Hannah Bowler, Senior reporter

December 16, 2022 | 4 min read

Tui enters the branded entertainment space with a seven-part cooking competition show on Amazon.

The World Cook drops on Amazon on December 17

The World Cook drops on Amazon on December 17 / TUI

UK travel company Tui has dipped its toes in long-form branded entertainment with a cooking competition series hosted by Fred Sirieix and Emma Willis.

The World Cook's seven episodes drop on Saturday December 17 on Amazon Prime, Twitch and FreeVee.

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Electric Robin, part of the Banijay Group, produced the show for Tui, the company is also behind the branded content series Beer Masters also on Amazon. The wider Banijay Group has also made Channel 4's Changing Rooms reboot with Dulux and the Pimp My Ride revival with eBay.

MediaCom sourced the format from Electric Robin and brokered a deal with Amazon Ads for the series to be made available on Amazon platforms and supported by display placements.

In the show, contestants are faced with country-specific cooking challenges across six locations Majorca, Amsterdam, Croatia, Austria, Italy, and Mexico. In each episode, a chef is voted out of the competition until there are two remaining cooks for the final in Mexico.

Judges include celebrity chef, Marcus Wareing, restaurant critics, Jay Rayner and Grace Dent as well as British model, Daisy Lowe, and TV presenter, Laura Jackson.

The chef left at the end is crowned winner and given the opportunity to have one of Tui's 10 restaurants at the Blue El Dorado Seaside Suites Hotel, Mexico named after them. Tui will also give the winner the chance to design a dish for the menu of the newly renamed restaurant.

Toby Horry, Tui’s global content director, said: “World Cook allows us to showcase the breadth of what we offer, adding a different dimension to the way we use content in our brand mix.”

The show is self-published through Amazon's Prime Video Direct which is a popular platform for advertisers to distribute their branded content without relying on commissions from broadcasters.

TUI's cooking show follows Tripadvisor's recent travel series The Wanderer which was also published via Prime Video Direct and was created by its in-house content studio, Wanderlab.

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