News Corp Australia has attracted some serious ad dollars for its booming travel brand Escape this year. This coming Sunday it will unveil how it has been ploughing back some of that investment with a design overhaul, plus a range of editorial changes with some of Australia’s best travel writers added to the mix.
With enhanced editorial and a fresh new look, this week’s issue celebrates wanderlust with tales of travel love and obsession. There is a renewed emphasis on the emotion and experience of travel, with evocative storytelling along the journey from inspiration to booking and on-the-ground holiday advice.
News Corp Australia’s general manager, travel Gemma Battenbough said: “The new Escape is bold and exciting for our consumers and customers, not just to inspire future travel but to escape on Sunday too. The new content offering delivers consumers an evolved and cohesive travel destination where they can discover, research, plan and book their holidays.
“As part of our strategy for the new Escape we have introduced a raft of compelling marketing solutions to drive results for our commercial partners, offering them unique opportunities to connect with a premium, mass-scale travel audience.”
Escape editor-in-chief Jana Frawley said: “Wanderlust is the strong and constant desire to go far away, to many different and exotic places, and basically live life in a permanent state of holidaying, it says everything about how we all feel about travel. In the new-look edition of Escape this Sunday, we’re celebrating this awesome state of mind, and its associated feelings of excitement, anticipation, curiosity and joy.
“Escape is about dreaming, planning, researching and booking. With this is mind, we’ve enhanced the Escape offering with inspiring, emotional, evocative and experience-led content for our consumers. We’re also excited to introduce to our armchair travellers new content across affinity categories, such as food, culture and sport. I can’t wait for our readers to experience the all new Escape this Sunday.”
Escape’s tribe of talented travel writers consists of more than 50 contributors including Kendall Hill, Rebecca Andrews, Kerry Parnell, Amanda Woods, David Smiedt, Angus Fontaine and Dilvin Yasa.
The new Escape extends digitally across escape.com.au with dedicated sections for the new columns and an invigorated content approach.
New for advertisers are cross-platform integration products, along with exclusive opportunities within Escape’s first glossy special edition and the brand’s extension into 20 key regional markets on Tuesdays, both launching in early 2020.