How Flight Centre approach their content creation with Luke Wheatley

How Flight Centre approach their content creation with Luke Wheatley

Photo of Luke Wheatley Starring Luke Wheatley

All great content starts out as an idea. So what’s behind a great idea? How do you facilitate the flow of great ideas, and what do you do with them?

Welcome to Interactive Minds, where each week digital marketing and business professional Louisa Dahl, shares with you the tangible takeaways and recipes for marketing success. Louisa is joined by a host of passionate marketers, innovators and digital leaders from across the globe.

If you’re curious about the brainstorming process of the content leader of one of the top travel companies in Australia, this podcast is for you.

In this episode, Louisa’s guest is Luke Wheatley, head of Brand Marketing, Creative and Content for Flight Centre Travel Group in Australia. Luke started his marketing career in the natural health industry and then transitioned to the film industry. He credits his work on film and TV for his unique approach to content marketing. “My love of content comes from my love of a good story,” he says.

Luke values the importance of brainstorming, not only for new ideas but for repurposing old ones. He encourages his team to look outside the box, to try everything, and above all, don’t be afraid to fail. His main philosophy when it comes to approaching idea is “Don’t look at the barriers, only look at the opportunities.”

Also featured in this episode:

  • How Flight Centre moved away from influencers to featuring their own staff
  • The content that Flight Centre is producing and who is involved in bringing it to life
  • Why Luke prefers dynamic fast-paced brainstorming
  • What a brainstorming session at Flight Centre looks like
  • What makes compelling content


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