The Irish Times Group Media Solutions team has partnered with Volvo, Omnicom and The HIVE Agency to launch Detours, a new branded content series hosted by Craig Doyle.
Developed by The Irish Times Group Content Studio, the series taps into Volvo’s “For Life” philosophy and uses the setting of a Volvo car to explore personal stories, turning points and defining moments in the lives of a number of well-known Irish personalities.
Each episode sees Doyle take to the road with a guest, using the journey as the backdrop for a wider conversation about the decisions and experiences that have shaped their lives.
The series features architect and television presenter Dermot Bannon, entrepreneur and business leader Conor Buckley, champion jockey Rachael Blackmore, and Leinster and Ireland rugby player James Ryan.
The Irish Times Group said the series was designed to bring Volvo’s values around safety, sustainability and human connection to life through personal storytelling rather than conventional product-led advertising.
Detours is being distributed across The Irish Times’ digital platforms as well as Spotify and YouTube.
The first episode features Dermot Bannon, with further episodes to follow across the series.
