Our work with the ESCAPENOW brand began at a time when the travel industry underwent significant changes. Domestic destinations took center stage. The client offers apartments that can be built anywhere in Russia. Initially, the idea was to construct homes in Altai, in areas with untouched nature, high mountains, clean rivers, and fresh air. It’s a story about escaping the hustle and bustle of the big city to find solitude with oneself and the surrounding world.

From this point, we began to build a content strategy. Immersing ourselves in the emotions that fill our target audience during their travels allowed us to establish a tone of voice (ToV): a light style with expert delivery, motivating simultaneously for trips and for purchasing an apartment to either live in or rent out.
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A large part of our audience consists of investors. These are people who think in numbers. They don’t always have the time to read long articles; their attention needs to be captured by something quick and direct.

Numbers became the foundation of our digital story. We implemented visuals in the format of an endless feed, modernizing it. The only thing that connected the images was the numbers. This not only shortened the time needed for users to find the information they sought but also engaged them with its appearance and meaning.