Flight Centre Travel Group has appointed Darren ‘Daz’ Wright as global chief marketing officer for its leisure division, including the global Flight Centre brand and Travel Associates.
Based in Flight Centre’s Brisbane headquarters, Wright will have global responsibility for overall brand strategy, customer insights and engagement, marketing operations and technology, and worldwide retail.
“I am very excited to take on this new role in the group and ramp up the design of our core global business system,” he said.
“The road ahead is to further re-invigorate the Flight Centre brand when speaking to our existing customers, as well as engage a new younger audience looking for security and advice from our collective travel experience.
“As we continue FCTG’s globalisation, we are focused on building scalable capabilities with core agency support from long-term partners such as Rapid Media in Australia. We will be looking at new agency agreements globally supporting smaller more agile inhouse teams to drive success.”
Melanie Waters-Ryan, FCTG’s CEO, said the past 18 months have been “a tough time for our leisure brands”.
“But we have used this time to reinvent ourselves and gear up for a bright future,” she said.
“We are moving our brands to a new level of engagement and want to ensure a global approach delivers irresistible deals for our clients from a brand that is savvy online and offline, in a mass retail or premium leisure context. Daz’s ability to deliver marketing and brand strategies that engage our customers will be key to making our brands stick.”