Getting a brand called Escape into a travel magazine seems like a
no-brainer. But Conde Nast Traveller’s trick was to run a creative spot
for the Calvin Klein fragrance in the week that the magazine’s rival,
Emap Elan’s Escape Routes, hit newsstands. Sure, the new title ran an
Escape ad, but it was a standard inside- and outside-back execution.
Traveller trumped it with a handy pull-out-and-keep guide to New York,
designed by the mag’s very own promotions art director, Emma Doskie.
Promotions director Mark Carson and associate publisher Kate Lowe sold
the idea to Initiative Media and the client.
Publishing director Debbie Gresty denies Traveller deliberately stole a
march on its competitor. ’Some you win, some you lose. The great thing
about working for a travel magazine is the opportunity for creative
sales.’ Still, you can bet she allowed herself a secret smile of triumph
when she flicked through the first issue of Escape Routes.