News Corp Australia unveils next phase of travel campaign
News Corp Australia has released the next stage of its travel campaign, called Escape Snaps Weekend.
The announcement:
News Corp Australia, which has a monthly travel audience of more than 5.4 million*, today unveiled the Escape Snaps Weekend, the next phase of its travel campaign Australia Go and Get It, calling on consumers to share a photo of their favourite holiday spots, and help the rest of Australia discover somewhere new.
This weekend, Saturday 17 October and Sunday 18 October, the national campaign is calling on Australians to go snap happy and share the local destinations and experiences they think the rest of Australia should know about – their best beach, favourite food, special cafe, pop culture must-visit, most-loved holiday town, secret camping spot or unforgettable view – on Instagram using #escapesnaps and tagging @escape.com.au.
The highly visual campaign, designed and developed by News Corp Australia’s in-house creative agency, Roller, is being led by the company’s leading travel media brand Escape, with support across the wider News Corp Australia network.
Editorial director of premium food and travel, editor-in-chief of Escape Kerrie McCallum said: “It’s been fantastic to see so many Australians get behind our Australia Go and Get It campaign, which aims to inspire people 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.
“The #escapesnaps phase of Australia Go and Get It has been designed to engage our audiences with the overall campaign. We want Australians to share the best of Australia, with the rest of Australia.
“We’re looking to light up social media over the weekend, and then follow that up with interesting content and reads. Consumers can share the places, destinations and experiences they love most in this country with others, hopefully inspiring them to get out there and try it for themselves when they can, safely, smartly and with respect for each other.
“It is also an opportunity for local businesses to get back on the map and re-engage tourism in areas that need it the most. We want to celebrate our beautiful backyard and make the most of it while we don’t have to share it with anyone else.
“I encourage everyone to join the campaign and post the secret gems they want other Aussies to see and explore so we can publish the best.”
Australia Go and Get It – Safe Escapes 20/21 is supported by a national consumer marketing campaign across TV, digital, video, social and print.
Visit escape.com.au/goandgetit for all the details, and inspiration on where to Go and Get It for a dream summer.
Source: *emmaTM conducted by Ipsos, 12 months ending June 2020, Fused Nielsen Digital Panel calibrated to Digital Content Ratings, March 2020. All people 14+ 7 caps.
Source: News Corp Australia media release
