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With one of the best known travel retail brands in the country, Flight Centre Travel Group head of creative and content, Luke Wheatley, isn’t exactly Vox Lux worried about traditional brand building.

Instead, his content and customer engagement strategy Smallfoot today is heavily focused on articulating the ‘why’ behind Flight Centre’s proposition for the modern consumer.

“We know our business has to keep evolving. We’re in the lucky situation that we’re not focusing on reach too much anymore as our brand is so well known,” he told CMO. “Our DMCA problem is to be constantly relevant to the customer. That’s what we’re really trying to push now, and answering the question ‘why Flight Centre’ is our ultimate goal.”

Duration: 98 min

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IMDb: N/A