Jeremy Drake
Boutique social content and performance agency Drake Content has announced a wave of new client wins across the tourism, travel and destination marketing space.
In early 2025, the Melbourne-based agency added projects with Rydges Hotels Australia through EVH and Tourism Holdings Limited’s Britz and Apollo Campers.
Drake Content has also been appointed to lead search and social activity for Tourism Central Australia and The Red Centre, and is now the retained social and performance agency for several of SeaLink’s marquee tourism brands across the East Coast.
Drake Content founder Jeremy Drake said in 2025 the agency is leaning into AI not to replace creative thinking, but to sharpen it.
“We’re using it to scale content testing, model spend more intelligently and personalise creative across channels," Drake said.
"It’s giving our clients smarter outputs with less waste, which is still something travel hasn’t quite cracked.”
Drake said the recent wave of client wins reflects a broader shift among tourism and lifestyle brands towards integrated boutique agency models that can deliver content, media, data and strategy under one roof.
“There’s been a real change in what travel brands are asking for. It’s not just about awareness anymore. It’s about campaigns that convert. ROI. Smart, accountable work that connects with the right traveller at the right time,” Drake said.
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