‘The Traitors’ U.K. Contestant and Reality TV Marketer on How Unscripted Hits Can Stand Out

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In today’s dazzling world, what can we do to make an item genuinely shine? This intriguing question served as the foundation for a marketing-focused reality TV keynote speech that took place on the last day of Conecta Fiction & Entertainment in Cuenca, Spain.

At the podium stood Charlotte Berman, business director at Red Bee Creative in the U.K., who shared her insights about the topic at hand. Notably, she had a unique perspective as she was a participant in the third season of the British adaptation of the popular TV show, The Traitors.

Discussing advertisements for popular reality TV shows such as “Love Island” from the U.K., “Survivor” from the U.S., “Bake Off Italia”, “The Voice” from the U.K., “X Factor” in Norway, and the upcoming “The Celebrity Traitors” on BBC in the fall, she offered some advice for marketing teams.

Berman pointed out that unique set designs and promotional materials significantly fuel fan enthusiasm for reality television series. She also underscored the significance of distinctive brand elements, referring to them as “easily identifiable visual symbols.” To illustrate her point, she cited the chairs from The Voice or the costumes, shields, locations, and torches in The Traitors, which contribute to a consistent, “mysterious” ambiance, according to her. This instant recognition is crucial, as she emphasized.

As a devoted viewer, I can’t help but notice that today’s dating and relationship shows seem to lack their unique charm. Glancing at a collection of show posters, it seems like they all follow the same formula: attractive groups huddled together under palm trees or a backdrop of a heart, and if not, then a purple backdrop. I can’t quite put my finger on why, but they all seem to blend together.

Berman highlighted a unique show that stands apart. “Among these titles, one clearly distinguishes itself due to its persistent application of brand symbols,” she noted. “Indeed, if there’s a title that consistently uses a symbol, it’s The Bachelor. Remarkably, they are devoted to the roses, which are omnipresent in The Bachelor. This devotion is truly consistent.

Berman additionally emphasized the growing significance of gamification in promoting reality shows, stating that it serves as a crucial element for a successful series. He explained that nowadays, more and more reality show brands are engaging their audience by allowing them to participate or interact with the game in some fashion. For instance, the popular show Love Island has seen great success with its Hotel Hideaway game, where the launch of a new room or villa generates widespread excitement. Of course, fans can purchase various items such as bottles, suitcases, phone cases, and more from the official Love Island shop.

Just like other popular titles, The Traitors is packed with various games and interactive elements such as live engagements, too.

According to Berman, it’s striking to see how many reality TV show formats have been turned into games. This clearly indicates a growing demand to establish unique branded versions for these shows, and we should work on enhancing the viewer’s experience even more.

2025’s Connect event featured discussions among top executives from companies such as Warner Bros. Discovery, Brazil’s Globo, Gaumont Television, production powerhouse Banijay, and NBCUniversal Telemundo about their future programming strategies and the current state of the television industry.

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2025-06-19 20:25