Fergus Campbell is the Head of Commercial Development for ITV Studios Global Commercial. In this interview, Fergus joins us live on the set from Ninja Warrior UK, and talks all about ITV’s Ninja Warrior parks across the UK. When bringing brands that fans know and love into location-based entertainment, Fergus shares that this builds connective tissue across the intellectual property that allows fans to experience their favorite shows in real life. This amplifies brand advocacy and appreciation for the brands in ways that extend beyond the television screen. When guests visit a Ninja Warrior park, they get to test their physical strength and feel like they are on the show themselves. Fergus also talks about the importance of technology, and the importance of slicing and dicing data across multiple locations that help them better understand guest behaviors. He also stresses that when guests are booking times to visit, the process should be such a seamless experience that they don’t even think about the platform that they used to book.