Escape launch takes News further into ‘buy as you watch’ TV

Feb 08, 2023 at 11:57 am by admin

Comedian Merrick Watts will host what is being billed as a first venture into TV-style content for News Corp Australia’s Escape travel brand.

The eight-part ‘Escape to…’ travel show – which has Emerald Cruises as primary partner – promises “a whole new way of planning and booking holidays”.

Watts will be joined by reporters Lizzy Hoo and Tyson Mayr – along with members of the Escape team – in the show, launching on Sunday on the website.

Audiences will be able to book and buy the same travel experience they’re watching, while episodes can be broken down into segments.

News Corp Australia editorial director of premium food, health and travel Kerrie McCallum says 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.”

News claims Escape as Australia’s leading travel media brand with an audience of 2.37 million (Roy Morgan, Oct 2021-Sep 2022), including weekly print inserts in state-based Sunday mastheads, the website, video content and social channels.

McCallum says Escape’s video audience had been growing rapidly. “Producing a digital first travel show felt like the logical next step in the evolution of the brand.”

Emerald Cruises is being launched as the luxury yacht and river cruises brand of Scenic Group. Other supporting partners include The Ghan, Outback Spirit, Singapore Airlines and Ignite Travel’s ‘My Fiji’.


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