The new look is the consequence of extensive research into the brand's audience, which revealed an affluent readership - including a growing number of the newly economically empowered - whose number one aspiration is travel to new and interesting places.
And with overseas travel now as affordable as regional holidays in many cases, that is translating into an editorial offering that includes exciting international destinations. The lead story in the October issue is Bali, with a photo feature on Istanbul also in the line-up.
"The new layered reading experience allows for quick, informative detail at a glance, without losing the beautiful travel stories Getaway is renowned for. The exquisite imagery and words carry the reader away on magnificent journeys, with all the information they may need to book their next trip," says the magazine's art director, Jacqui Macgregor.
"We have researched and packaged our brand for the budding South African traveller. The pages are packed with content that circles the globe and whisks readers off to a host of exhilarating yet affordable destinations."
Research conducted over three years confirmed that the magazine was delivering what consumers want, but that there was an opportunity to build on that, said the editor, Cameron Ewart-Smith.
"Our readers love what we are doing, but we can give them even more. So at a time when the tendency is to cut costs, we are investing in our readers through the very best photography, the most authoritative features - something that the internet can't offer. And through it all, we will continue to keep our South African voice and to write about travel for the South African traveller - whatever the destination," he said, adding "The editorial team will do the hard yards to provide first-hand information about the gems that must be on the South African traveller's radar. We put 8,000km on our tyres doing research into the feature on SA's 10 Secret Parks that is in the October issue."
The revamp was done in consultation with award-winning creative Jaco Janse van Rensburg, former art director of Visi and Woolworths TASTE, among others.
The October issue of Getaway goes on sale on 23 September. It will be bagged with a copy of the 2014 Best Value Wine Guide.
