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| Peaked.com.au |
LAUNCH VIDEO: https://youtu.be/6XUKp_97NMc
Despite the dire state of small publishers in Australia, the Peaked team of writers, editors, and performance marketers, headed by Jeremy Drake, believes there is still a gap in the market for niche digital publications that can deliver value.
“We wanted to create a space where good content can continue to thrive despite the challenges media is going through,” says Drake.
“We saw a gap in the market when it came to DMOs, tour operators, hotels, brands and ski resorts being able to truly quantify the value of their marketing and native content efforts.
“Travel partners don't just want good content. That's a given and Peaked will deliver that in spades. Partners want to know if a familiarisation, a video they've worked on with a publication or an influencer campaign will ultimately result in a sale, either directly or months down the purchase funnel, once a consumer and reader has been inspired and done their shopping around.
“That's why each of the partners who work with Peaked gets a performance and attribution dashboard, which offers real-time reporting on their content, their leads and, ultimately, sales.
“If there's one thing consumers are still spending money on, it's travel. With the platform we've created we offer them inspiration and options, while showing partners a direct link between content to actual sales.”
In addition to providing consumers with the definitive guide to where to eat, drink, sleep and play in the world's highest mountains – both in summer and winter – the team is partnering with travel agents and tour companies to package bookable itineraries.
Not only will the Peaked team look after content production on the site, as well as the amplification and lead generation from each piece of content, it will also look after the consumer sale, too.
“Our readers are young – or young at heart – cashed up, fun and ready to hit the mountains all year round,” says Drake. “Both Japan and the US had record visitation to their ski resorts in the 2024/25 winter.
“These people are ready to shovel their discretionary funds into travel and adventure, and Peaked will provide all the ideas they need to get the most out of a trip.”
The digital publication will present editorial content in short, punchy bites and engaging video content in a way that makes it impossible for a reader to look away.
There are no 3,000-word treatises on why a particular slope is a favourite with experienced snowboarders or 27 reasons why you should buy a particular brand of hiking poles. Instead, we'll offer to-the-point info, the best news and the coolest experiences. Coupled with the sort of video we know consumers want on YouTube and their socials.
Drake has co-founded Peaked with digital marketing and data specialists Steven Wade and Khamsouk Souvanlasy to bring this to life. Together, both have decades of performance agency experience to bring the publication, attribution and reporting technology needed to support our readers and partners.
Peaked is the first of three custom websites from Drake Content to launch in 2024. AI reader enhancements will also feature as part of the publication, not to replace editorial, but to assist with the user experience of booking trips and getting real-time feedback on itineraries.
Travel and lifestyle continue to buck economic trends and have become a mainstay for Australians who love to plan trips through inspiration, says Drake.
“First up, we're lucky to be partnering with the fantastic team at Mogul Ski World, Australia's premier ski travel company, to get Peaked to their thousands of customers,” he says. “It will also allow us to offer a selection of packages, with dedicated itinerary and sales support, to Peaked readers right from the beginning.”
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