News Corp’s travel media brand Escape, today unveiled an all-new escape.com.au homepage and launched new content and advertiser product suite.
The escape.com.au homepage redevelopment follows the revitalisation of the print liftout in July 2020, with plans to roll out continued updates across the site over the next six months to deliver the most compelling travel destination in the country for consumers and clients.
With a fresh design, new content and smart navigation the raft of improvements have been designed to create exciting new ways to connect with audiences.
Editorial director of premium food and travel, editor-in-chief of Escape Kerrie McCallum said: “The escape.com.au refresh is part of an ongoing product evolution program. We are building out our digital offering with more inspirational content, more ways to discover new experiences and more ways to engage our audiences. For our advertisers, we will offer seamless cross platform solutions with a range of improvements and new products.
“There is no doubt that travel still has a long road to recovery but there are positive signs. Our borders are opening, policy makers are turning their attention to international corridors and the Aussie appetite for travel remains undiminished. We know our readers want to dream, plan and book their next adventure.
“We are bringing new places, evocative images and expert voices to our digital platform. Add video, social, integration and data to that line up and you have a market leading travel ecosystem.
“I’m proud of what we are building digitally for Escape and thrilled to be working with American Express as a launch partner, encouraging Australians to be Going Places over summer.”
Kerrie McCallum
American Express has partnered with Escape to support the domestic tourism industry by promoting regional travel, in turn driving support of local businesses and offering value to consumers. Launching today on escape.com.au, Going Places is an initiative to keep Australians exploring over summer and highlighting the small businesses that can make their holiday special.
American Express’ vice president of brand, charge cards and member experience Naysla Edwards added: “Our new campaign, in partnership with Escape, will not only promote regional travel to Australians but will encourage them to spend in the local businesses we all love, which will be critical to the recovery of the domestic tourism industry.
“We’re backing our American Express Card Members to go out and explore their own backyards this summer, by rewarding them with bonus points^ when they spend at participating small businesses in regional NSW, Queensland and Victoria.”
Features of the refreshed escape.com.au include:
• New look – Clean and contemporary design using bold, impactful visuals
• New formats – Content to move consumers from inspiration to planning to purchase
• New discovery – Putting the world at consumers’ fingertips through market leading search and content recommendations
Escape Hot Lists
Lists make the consumption of information simpler, faster, and more memorable. Escape Hot Lists do all that and more for the travellers, explorers, adventurers, and holidaymakers of the world. The lists will inspire audiences with evocative and vivid imagery and inform them with expert advice and travel wisdom.
Escape Play
An engaging and functional video offering creates the perfect environment for any product or brand. Escape Play is an on and off-network solution that will launch viewers into far-flung destinations, surprise them with local secrets right on their doorstep and educate them on how to become a savvy traveller. Unique content and formats will showcase key destinations, activities, how-to’s and attractions to a relevant audience of travel dreamers, planners and enthusiasts. All video content includes a range of commercial integration opportunities and will be supported by a strategic amplification package.
Recommendation module
The new content recommendation module offers clients the ability to showcase their product or deal matched to relevant environments and content. Keyword and section targeting ensures this module is surfaced to readers who are only engaging with content related to the deal destination or product and service. The content relevancy of this placement will be powerful in moving customers from consideration to conversion.
News Corp Australia says Escape is Australia’s leading travel media brand with a monthly audience of 3.35 million* through The Sunday Telegraph (NSW), Sunday Herald Sun (VIC), The Sunday Mail (QLD), The Sunday Mail (SA) and escape.com.au. Escape also releases a bi-monthly magazine with the latest Adventure Awaits edition available now at newsagents, Coles and Woolworths.
Source: *emmaTM conducted by Ipsos, 12 months ending September 2020, Fused Nielsen Digital Panel calibrated to Digital Content Ratings, September 2020. All people 14+ 7 caps.