News Corp’s Escape has officially launched its new travel show Escape To…, rolling out every Sunday on escape.com.au. Currently two episodes into an eight-episode run, Escape To… is offering interactivity, navigation, scale and optimised viewing across the site, making it a media-first in the travel space.
With a digital-led approach, each episode can be watched in its entirety or in segments, putting viewers in control of their content journey. More importantly, viewers also have the ability to book and buy the travel experience that they’re watching – while they’re watching.
The series was created in partnership with Scenic Group, and Thump Media, who approached News Corp to showcase their Emerald brand luxury yacht and river cruises. The team at Newsamp took up the challenge and set about designing and delivering a full-funnel solution, underpinned by immersive and interactive content filmed on board an Emerald Cruises Star-Ship and luxury yacht Emerald Azzurra. Bespoke in-program episodic segments called Ship to Shore, consumer promotions and an exclusive sponsorship across the cruising category were also key pillars of the campaign.
The first two episodes have been a success for both the Escape brand and Emerald Cruises, says News Corp’s Executive General Manager News Amp, Renee Sycamore.
“The partnership with Emerald Cruises on our opening and follow up episodes have been the perfect example of a true client partnership,” Sycamore says.
“This partnership represents a significant step forward in our commitment to delivering engaging multi-platform content to our audience and seamless full funnel marketing solutions for our advertiser.”
Scenic Group, General Manager Sales & Marketing APAC, Anthony Laver said that the partnership with News Corp created an innovative and integrated digital platform to build brand and sales conversion.
“This is a digital first partnership that delivers high quality travel content and inspirational stories to more than 2.37 million highly-engaged Escape readers,” says Laver.
“The campaign will engage, inform and inspire Australians to cruise the Mediterranean on our stunning yachts & European river cruise Star-Ships in luxury with Emerald Cruises.”
Thump Media Director Chris Franke, says Thump Media was pleased to have been involved in the campaign and is very proud of the result. He also acknowledges News Corp’s knowledge of and connection with Australian travellers making the digital program.
“We know News Corp Australia speaks to a broad and generally well-informed travel audience and in this project they have demonstrated not only how strong their connection with Australian travellers is, but also News Amp’s capacity to develop truly world-class products and concepts,” says Franke.
Escape To… episode three screens Sunday, Feb 26. It will feature travel along the Rhône River from Arles; passing through lavender fields, ancient olive groves, medieval towns and vineyards where guests can discover famed Provençal produce in classic regional dishes.