News Corp’s Escape gets a refresh ahead of new campaign with AMEX
News Corp’s travel media brand Escape has launched a new-look website and new content and advertiser products to capitalise on the return of domestic travel and potentially international travel soon.
It has also partnered with American Express to support the domestic tourism industry by promoting regional travel. Launching today, the ‘Going Places’ initiative aims to keep Australians exploring over summer and highlights the small businesses that can make holidays special.
The Escape homepage redevelopment follows the revamp of the print lift-out in July 2020 and the publication plans to roll out continued updates across the site over the next six months.
The improvements have been designed to create new ways to connect with audiences, and to provide advertisers with a seamless cross-platform solution, according to editorial director of premium food and travel and editor-in-chief of Escape Kerrie McCallum. Key new areas on the site include: escape hot lists, escape play and recommendation module.
“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,” said McCallum.
“There is no doubt that travel still has a long road to recovery but there are positive signs. We know our readers want to dream, plan and book their next adventure.
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.”
Escape is distributed through The Sunday Telegraph, Sunday Herald Sun, The Sunday Mail, The Sunday Mail and escape.com.au. Escape also releases a bi-monthly magazine at newsagents, Coles and Woolworths.
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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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