The Detour
Three Australians. One region. No itinerary. Just the detour that changes everything.
The Detour is an original Australian travel series designed to explore regional Australia through story, contrast and discovery. Each episode follows three different travel perspectives through one region, showing that there is more than one way to experience a destination.
A travel series people would actually choose to watch.
The Detour is being developed as a travel series people would actually choose to watch.
It is not a tourism advertisement dressed up as a show. It is built around real discovery, strong characters, regional stories and the kind of moments that happen when the plan changes.
The pilot is the next step. Rugged Lane is seeking aligned partners to help produce the pilot episode and open the pathway toward the full series.
The format.
The Pilot
Pilot episode currently seeking partners to help bring it into production.
Full Series Concept
Designed as a 13 episode series concept built around one region per episode.
Episode Length
Episode length concept of around 45 minutes per region.
Geographic Corridor
Queensland, from the Sunshine Coast to Cape York.
Built for Many Screens
Designed for broadcast, streaming, social and regional tourism content use.
Three Ways Into One Region
Every viewer gets a version of themselves on screen, and every partner gets a genuine point of integration.
The Raw Road
The self-drive adventure voice. Caravan, 4WD, campsites, tracks, the long way around and the practical reality of touring.
The Easy Life
The comfort-led traveller. Boutique stays, local food, beautiful properties, cultural experiences and the softer side of discovery.
The Crossover
The shared middle ground. The moments where different travel styles meet through food, local characters, shared experiences and the unexpected turns that make a trip memorable.
The Bones of Each Episode
Each episode is built around five recurring elements.
The Arrival
Each traveller enters the region their own way.
The Character
A local voice whose story reveals something deeper about the place.
The Experience
A shared activity or attraction that brings the different travel styles together.
The Table
A meal, a setting and a conversation that gives the region its human centre.
The Detour Moment
The unplanned turn. The unexpected find. The thing the audience remembers.
The Partnership Opportunity
The current opportunity is to secure pilot partners to help produce the pilot episode. The pilot will be used to prove the format, create a strong partner-facing asset and build the pathway toward production of the full series.
The Detour is not looking for simple logo placement. It is looking for partners that naturally belong in the travel story.
Who Belongs in the Story
We are talking to partners who naturally belong on the road, in the region and around the table.
Why Partner
Association with an original Australian travel format.
Story-led integration rather than forced advertising.
Opportunity to support regional tourism storytelling.
Potential inclusion in pilot content.
Potential use of selected content assets, subject to agreement.
Early involvement before the full series is taken wider.
Natural alignment with adventure, touring, road trips and regional discovery.
Discuss Partnership
For The Detour, Rugged Lane is currently seeking aligned partners to help produce the pilot episode. Tell us where you fit and we will be in touch.
The Detour is an original Rugged Lane Industries® concept. Public information shown here is a summary only. Full treatment and production details are shared privately with suitable partners.
Project details are subject to change. Partnership availability, inclusions and rights are confirmed by agreement only.