News Corp Australia is giving its travel title Escape a redesign for a greater focus on domestic tourism as readership remains strong despite travel restrictions.
Tourism has been gutted by lockdowns and border closures put in place to control the coronavirus pandemic. But now, as most of Australia emerges from its lockdowns, domestic tourism is making a comeback with advertisers also returning to spend.
To lean into this, Escape is refreshing its look and shaking up its contributors to highlight Australian holiday destinations.
Kerrie McCallum, the recently-appointed editorial director of premium food and travel and editor-in-chief at Escape, says anxiety among readers brought on by the pandemic has slightly eased in recent weeks and people are looking for inspiration and positivity.
“Travel content isn't necessarily about what you are doing this weekend and right now - it's about providing ideas and inspiration to our audience for when they are ready to take that next trip, whether that's across a long weekend, a school holiday period or even Christmas or planning for 2021,” McCallum tells AdNews.
“So people are looking for ideas - whether they are working, and they only have four weeks leave per year, or whether it is the investment of a lifetime.
"There are high expectations around a holiday, so our readers research and read heavily, and we are where they look for that next big idea or escape. We are about giving them something to look forward to, and how to do it well.”
As part of the refresh, Escape, which continued publishing throughout the pandemic, will welcome MasterChef judge Melissa Leong and adventure expert Tyson Mayr, aka The Naked Traveller, with their own weekly column each. Alison Kublier, Merrick Watts and others will also join the Escape team.
Escape runs weekly in The Sunday Telegraph in NSW, the Sunday Herald Sun in Victoria, and the Sunday Mail in South Australia and Queensland, as well as a bi-monthly magazine.
McCallum says readership over recent months has remained strong over recent months.
“Interestingly our digital numbers have only gotten stronger - we've had some of our best traffic ever,” she says.
“In fact our unique audience last month was up 36% year-on-year. I'd say trusted news and information and advice is high on their agenda, but so is inspiration and particularly domestic content and regional ideas. Also, places where you can drive or camp or road trip in nature.
“People feel safe and comfortable with this, and there is something in the nostalgia and simplicity that is comforting right now.”
News Corp will push the new look Escape with an extensive consumer marketing campaign running across print, digital and radio for six weeks.
“The travel category is a key pillar of our business and one that we continue to invest in and support, through this challenging period and beyond,” McCallum says.
“Along with our audience focus we’ve also been working closely with our advertising partners to support their businesses and pivot to domestic content and offerings. We are seeing a steady return from advertisers, particularly over the last month or so.”
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