News Corp launches travel show via Escape platform
News Corp Australia’s travel platform, Escape, is venturing into TV-style content with a new show launching via the website, escape.com.au.
The eight-part travel show Escape To… will launch with Emerald Cruises as primary partner, enables audiences to book and buy the same travel experience while they’re watching, directly from the website.
Each episode can be watched in its entirety or broken down into segments that can be enjoyed in isolation, putting consumers in control of the content.
Along with Emerald Cruises, supporting partners for the show include The Ghan, Outback Spirit, Singapore Airlines and Ignite Travel’s ‘My Fiji’.
Tyson Mayr, Lizzy Hoo, Merrick Watts.
The weekly 16 minute show rolls out every Sunday from 12 February and is hosted by Merrick Watts and intrepid reporters Lizzy Hoo and Tyson Mayr, along with members of the Escape team.
News Corp Australia’s editorial director of premium food, health and travel, Kerrie McCallum, said Escape’s video audience has been “growing rapidly” and producing a digital-first travel show felt like the “logical next step” in the evolution of the brand.
“Through this show, audiences will get to know the brand, its contributors and team better. These are trips we’ve taken and enjoyed, hopefully our audience does too.
“It’s been designed to allow viewers to experience each destination in different ways, from relaxation to adventure or the epicurean way. Consumers will get to dig into a destination and see multiple sides to each location.
Scenic Group general manager sales and marketing APAC, Anthony Laver, said: “Scenic Group is delighted to be a primary partner of Escape’s innovative digital travel show called Escape To….
“We are excited to be part of the Escape To… launch program, with Emerald Azzurra featured in the first episode. This signifies our commitment to investing with News Corp Australia in innovative digital partnerships to deliver high quality travel content and inspirational stories.”
The show was produced by Lux Content for News Corp Australia.
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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topics
Emerald Cruises
Escape
Kerrie McCallum
Merrick Watts
News Corp
News Corp Australia
Scenic Group
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