fresh new feeling to our audience and our advertisers it’s time ......it’s time to reboot...
TRANSCRIPT
It’s time to reboot travel, together
The world of travel has faced much upheaval in 2020, and many challenges remain. But one thing is certain - the Aussie desire to travel is as much part of our DNA as Vegemite. We are explorers, adventurers, curious, open-minded and great at relaxing too. Most importantly, we know our readers can’t wait to travel again.
It’s why we’ve committed to continue to publish through Covid, bringing Escape to Australia every week in isolation. And it’s also why we’ve decided to rethink our pages and our content at Escape, to bring a fresh new feeling to our audience and our advertisers.
We’ve introduced new faces, places, evocative images, pages and voices. Change is, after all, (almost) as good as a holiday!
Kerrie McCallum, Editor-in-Chief
Escape is Australia’s leading travel destination, and we’re committed to making it even more inspiring for our audience. We want them to keep dreaming, feel confident to plan memorable holidays, and spark joy every Sunday
For our advertisers, we need to connect deeply with travel dreamers, planners and bookers every single week. To tell the story of adventure in new exciting ways that capture consumers’ attention
The new Escape will achieve this in three areas
New lookBig, bold and unique imagery combined with contemporary design
New facesAdding more personality and diverse expertise to the brand
New featuresExploring destinations through personal stories and experiences
Clean section header & use of white space
Clear call out of additional content to capture attention
Modern fonts and presentation with snackable break outs
Large format, captivating imagery to make places the hero
Contemporary, visual approach to features
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We have signed a raft of new contributors to Escape, diversifying the way we explore the world around us and creating must-read content for our audience to look forward to. They will join Australia’s leading travel columnist Kendall Hill, our deals expert Mercedes Maguire and our
longest running advice column by Doc Holiday, aka Clare Sutherland.
Tyson Mayr Merrick Watts Melissa Leong Alison Kubler Darren McMullenMerrick brings his fun,
irreverent and original take
on drinking, eating, and
travelling around the
country with his family.
Adventure expert Tyson
(better known as The
Naked Traveller) brings a
unique take on adventure
travel to his weekly column,
with great tips for those
who love to get active on a
break
MasterChef judge and avid
foodie traveller Melissa
Leong joins the Escape
team to write about how
food influences a
destination with her weekly
column Destination Dish
Audiences will be able to
read about art, culture,
festivals and gallery
must-visits in Alison
Kubler’s Culture Vulture
column
Bringing an unknown side
of himself, the co-host of
The Voice will help inspire
readers to visit wine
regions and cellar doors
CoverEditor's letterCover story
PostcardMy holsLife in travelMy Travel CV
What's in my suitcase...Top gearMy neighbourhoodCulture VultureTravel news OR News & Views
Food and DrinksFeature stories
Adventure ...Take a hikeDoc HollidayKendall HillTwo for the roadDealsWishlistReviewUGC/letters
The new content plan expands how we capture the travel experience - peek inside an avid travellers’ suitcase, find out about fellow travellers’ most memorable holidays, dream of postcard-perfect places, and get inspired by our new faces
PostcardMy hols Life in travelWhat’s in my suitcase...
Top gear
The most beautiful travel
images from Australia and
around the world
A well-known personality
or storyteller shares
humorous, poignant, or
nostalgic recollections and
anecdotes from a place they
go every year, the
best holiday they ever had,
or a one-off memorable
experience
Experts and high-profile
travellers share the
contents of their suitcase
Product page showing how
to build a holiday starting
with a single item or the
must visit locations to use it
A travel and tourism
specialist shares their story
on how and why they got
into the industry, what
matters to them now, and
where their career is going
next
My neighbourhoodProminent Australians will
take us on a tour of their
neighbourhood and show
us the best experiences,
cafes, restaurants, bars,
shops, and local secrets
There are new horizons in travel for 2020 and beyond, and Escape is where your future customers will be reading about them
The new design creates a greater number of ways to engage our audience, get their attention and drive consideration of your travel offers
1. Talent led storiesPotential to work with your ambassadors or network talent to create story angles with
2. Environments that are more than the placeThe range of new sections provide flexible and fresh places to promote destinations
3. Impactful designThe clean layout and large, picture led stories will work harder to draw readers in and therefore exposure of your messages alongside it