News Corp - Travel Tuesday - Escape Everyday Series
2018 Finalist

News Corp - Travel Tuesday - Escape Everyday Series

News Corp

Surry Hills, Australia

Category Best New Print Product

Media associated with this campaign

Overview of this campaign

New Product Insight:
Australians have a passion for travel and are constantly scouting for deals. 
In 2016, more than 9.9 million Australians travelled overseas.
The travel dream is always on, with a constant search for that next holiday destination, and a trend showing people are increasingly hunting for deals.
A key insight we uncovered by listening to both our audience and commercial partners is that the travel purchase path peaks at the start of the week.
The holiday hunt is constant, however there are clear peaks at the start of the week (Sunday-Tuesday) 
Source- Based on google search data along with travel booking information.
New Product Objective:
To help our retail travel partners cut through a cluttered travel environment and help them connect with our engaged audiences throughout the entire path to purchase.
Introducing - Travel Tuesday part of the ESCAPE Everyday Series
“On Sunday’s, ESCAPE readers dream about their holidays. Come Tuesday we created an extension of our Sunday product ESCAPE, which therefore created a practical, newsy version of their favourite travel source to match their weekday mindset.
In the Eastern Seaboard Metro Mastheads monthly (on a Tuesday), Travel Tuesday , part of the ESCAPE EVERYDAY Series highlights tricks for saving, advice for becoming a better traveller, and excellent travel deals." Jana Frawley National Travel Editor

Results for this campaign

Engagement Metrics:
Australia’s number 1 media travel brand continues to expand and evolve.
ESCAPE on a Sunday connects with 3.3 million people.
ESCAPE on Sunday + Escape on Tuesday = combined, connects with 5 million people
51% more people than an ESCAPE Sunday only campaign
ESCAPE on Tuesday alone reaches 2.97million people 
ESCAPE on Sunday + ESCAPE on Tuesday + combined connects with an unrivalled 5.4 million people.
61% more than an ESCAPE Sunday only campaign.
Commercial Partner Engagement:
“We have had solid results from Travel Tuesday, Escape Everyday August edition. Tuesday is traditionally our biggest booking day. Hitting the right audience at the right time in a relevant environment is a big plus for us”
Gareth Evison, Product and Marketing Manager Cruise 1st Australia
Revenue for Escape Everyday $250,414 (3 months)
Forecast projection over 12 months: $1M




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