Escape to refocus its content during COVID-19 pandemic
News Corp Australia’s Escape will pivot its editorial delivering during the COVID-19 pandemic to give readers inspiration on things to do while they self isolate.
The announcement:
ESCAPE TAKES EDITORIAL DETOUR TO FEED THE NEED FOR TRAVEL DAYDREAMING DURING COVID-19
Australia’s leading travel media brand Escape is reshaping its content as readers seek inspiration and information to daydream their way out of cabin fever during COVID-19.
Escape’s evolved content strategy – ‘new horizons’ – will launch this Sunday as a window on the world as consumers keep the travel dream alive and anticipate their next holiday adventure.
As the country adapts to travel and social restrictions, Australians are seeking inspirational travel content to help them escape. Unique visitors to escape.com.au have increased 42 percent1 and social referrals are up 265 percent1 for March year-on-year. News Corp Australia’s total readership is up 81 percent1.
The Escape editorial enhancements include several new features such as Armchair Traveller, where readers can enjoy a destination from their couch with expertly curated virtual tours, playlists, movies, books and recipes; Expedition Happiness, where comedians share their funniest travel experiences; Two for the Road, personal road trip memories and adventures; along with content focusing on wellness, walks and nature.
Gemma Battenbough, general manager of travel at News Corp Australia said consumers are actively searching for ways to keep the travel dream alive and stay inspired during isolation.
“As the world retreats into our homes, connecting with audiences is even more meaningful. Our new horizons approach to content with Escape is about giving consumers reassurance, comfort and a sense of hope that we will get through this,” she said.
“We’ve seen over the last few weeks that our audience is seeking escapism in virtual travel experiences and memories shared within social environments and they’re relying on passion points and lifestyle content as relief from the news. Our new horizons content has been designed to meet this demand.
“While this is a tough time for the industry, it’s critical that we continue to engage with and maintain our audiences love of travel so that they emerge still curious and open to the world. We are adapting – as are travel marketers – and are here for travel brands through this crisis and beyond.”
Escape new horizons begins this Sunday April 12 in The Sunday Telegraph (NSW), Sunday Herald Sun (VIC), The Sunday Mail (QLD), The Sunday Mail (SA) and escape.com.au.
Source: 1. Adobe Analytics, March 2020
Source: News Corp Australia media release
