Luke is accountable for the brand marketing direction of Flight Centre across in store, paid media and owned assets. He leads a passionate team of 26 skilled creatives, content creators and marketers. His latest project, The 48 Hour Destination combines brand, content marketing and integrated marketing strategies that have resulted in an increase in sales and brand consideration.
Authenticity vs Influencers
Authenticity is a much-coveted aspect of any influencer marketing campaign, and for good reason. If consumers think they’re being hoodwinked by an unconvincing celeb endorsement, your campaign will tank and a big slice of budget will go with it. Modern-day consumers are intelligent enough to know what influencer marketing is, and that their favourite celeb is probably pocketing a few dollars for mentioning a product on social media.