News Corp Australia has unveiled a new travel campaign Australia Go and Get It – Safe Escapes 20/21, designed to unite and support all Australians to drive the recovery of local tourism.
Earlier this week, News Corp Australia managing director of Food and Travel Fiona Nilsson foreshadowed the move.
Launching on Sunday 27 September, the national campaign is led by the company’s leading travel media brand Escape, The Australian and news.com.au, and with support across the daily and weekend metros and network travel environments.
News Corp Australia has a monthly travel audience of more than 5.4 million*.
Fiona Nilsson said today: “News Corp Australia is committed to supporting the travel industry and investing in the category. We are launching this company-wide domestic travel initiative across our entire ecosystem to provide consumers with the inspiration, confidence, guidance and assurance to travel once again, when it is safe to do so.
“It’s a rally cry calling upon all Australians to come together in solidarity and support their country, travel industry and local businesses. It’s about rediscovering what’s in their own backyard, to explore and get back out there.”
Editorial director of premium food and travel, editor-in-chief of Escape Kerrie McCallum said: “Australia is a nation of passionate travellers, it’s in our DNA, and right now, Australia is all ours. We have this great country completely to ourselves, to experience the bucket-list spots that draw tourists en masse from all around the world.
“The aim of our Australia Go and Get It campaign is to inspire consumers to go and live their dream for the summer ahead. To plan and book a holiday in the coming months because, let’s face it, we all need one.
“Wherever they are, whatever borders they can and can’t cross, we want to help people find the hidden gems, the secret spots, and support local businesses. We want to help them have the summer they deserve.
“We know people are hungry to get out and feel free again, and many of us are in desperate need of a break – so too is our economy. So when consumers can, let’s get moving again. Let’s do it safely, smartly and with respect for each other. Let’s help get Australia going again, and make memories while we’re at it. Bring on the summer of 20/21.”
Australia Go and Get It launches this Sunday with hyper-local covers and content in Escape in The Sunday Telegraph (NSW), Sunday Herald Sun (VIC), The Sunday Mail (QLD) and The Sunday Mail (SA), which is a first for the brand.
As part of the campaign, #EscapeSnaps will launch on Sunday 4 October, calling on consumers to share a photo of their favourite holiday spots, and help the rest of Australia discover somewhere new.
Australia Go and Get It – Safe Escapes 20/21 will be supported by a national consumer marketing campaign across digital, video, social and print.
The highly visual campaign has been developed by News Corp Australia’s in-house creative agency, Roller.
Source: *emma conducted by Ipsos, 12 months ending June 2020, Fused Nielsen Digital Panel calibrated to Digital Content Ratings, March 2020. All people 14+ 7 caps.