Billy and Dom Eat The World: Case Study
The Manchester Accommodation BID pitched to the production company behind one of Amazon Prime's latest global travel shows
Awards at a Glance
Showcasing the very best of British music, the BRIT Awards coming to Manchester marked a landmark moment for the city region. With the first of two ceremonies taking place in February 2026 at the Co-op Live, the event positioned Manchester firmly at the centre of the UK’s cultural calendar, demonstrating the city’s ability to host globally significant events at scale.
- 50 minute
- dedicated Manchester episode within an eight-part global series
- 170 million
- global opportunities to see across
- 6
- international markets the episode was broadcast in including UK, Germany, Hong Kong, Australia, Germany and the USA
Filmed over five days in Manchester, the episode followed Billy Boyd and Dominic Monaghan as they explored the city’s food, drink and cultural scene, from independent neighbourhood favourites to globally recognised icons. Locations featured included the Northern Quarter, the city centre and Salford, highlighting Manchester’s walkable districts and diverse visitor offer.
The programme showcased a wide range of Manchester experiences – from iconic food traditions such as ‘rice and three’, to modern hospitality, independent retail, heritage manufacturing and major attractions. The episode also offered a personal narrative, with Dominic Monaghan reconnecting with his Greater Manchester roots, adding emotional authenticity to the storytelling and strengthening audience connection with the city.
Locations featured included Afflecks, Kabana, Stray, Gooey and Kimpton Clocktower Hotel.
The series aired internationally ahead of its UK broadcast, reaching audiences across key growth markets including North America, Europe and Asia‑Pacific. The UK premiere followed in August 2025, further amplifying domestic awareness and reinforcing Manchester’s position as a vibrant short‑break and leisure destination.
Alongside broadcast reach, the Manchester episode generated extensive press coverage across entertainment, travel and regional media, significantly amplifying the programme’s impact beyond screen audiences.
For Manchester Accommodation BID, Billy and Dom Eat The World demonstrates the value of investing in high‑quality, globally distributed content that delivers long‑term destination awareness. By embedding Manchester within a popular international format, the activity helped position the city in the consideration set of millions of potential visitors, supporting future demand for overnight stays, accommodation and visitor spend.