ao link

 

30 Under 30: Introducing ‘happiness expert’ Les Latchman

This purpose-driven amateur photographer found his happy place in a marketing role with Intrepid – he shares his story...

FBLIWAeCard
Les in the Dolomites
Les in the Dolomites

After Les Latchman beat off hundreds of other hopefuls to win a £4,500 prize, using that money to travel to the Nordics and Latin America to write a thesis about happiness, he was always going to be one to watch.

 

On completing a marketing degree at Manchester Metropolitan University, an advert for an internship with a difference at progressive global PR agency Golin caught his eye.

 

“It was called an ‘unternship’ to shake up the concept of more traditional internships,” he says. “The application process was a bit like The Apprentice, with lots of different tasks… as part of that, you had to demonstrate what you would do with £4,500.”

 

His idea of visiting Norway, Denmark, Costa Rica and Colombia – all strong contenders for the title of ‘happiest nation on earth’ – to produce an overarching thesis of happiness impressed the judges and he led the field of applicants. With the money, he was able to execute his idea with a three-and-a-half-month trip to the afore-mentioned countries before completing the internship in London, working as a social executive.

Les created video and social content throughout his trip and on his return, he gave talks at businesses and back at his university. “I made a presentation ‘Five things you can do every day to live a happier life’,” he says.

 

He continued working on video shoots during his internship and when that came to an end, he and his cousin launched a video production agency.

 

“I headed up the marketing side and my cousin focused on the video side,” he says. “But in reality, we both did a bit of everything. We specialised in short-form documentaries using the power of social media to connect people around the world, and told stories you don’t necessarily see on social.”

 

One of their series focused around the stories of homeless people. They invited followers to put forward questions, for example, how did a person come to be homeless, and also more practical considerations, such as how does a homeless woman deal with her period on the streets.

Les is proud of the content they created and the overall journey they went on, including living hyper-locally in south-east Asia. Ultimately, though, the documentary side proved hard to make a living from, so the business pivoted hard to commercial video production, which wasn’t what he signed up for.

 

He started job hunting, focusing his search on more responsibly-minded companies. “I’ve always been purpose-driven,” he says. “I want to feel like I’m using my time on earth in a positive way, giving back when I get out of bed in the morning.”

 

It was through B Corp that he discovered the existence of Intrepid and something clicked, he says: “The more I learnt about them, they stood out as a super-cool company, focused on giving back to local communities.”

Les secured a marketing role with the company three years ago, which gave him his first experience of B2B marketing. Thanks to a promotion, the role has widened to become more generalist, although he still leads on the trade side.

 

He used his time on furlough during the pandemic – and the cash he had saved by moving back with his parents – to upgrade his camera equipment and to invest in training to improve his photography and videography skills.

 

This has helped him into pole position, with the reopening of travel, to become Intrepid’s go-to in-house photographer.

 

“I was fortunate to be on the first departure of Intrepid’s new ‘Hiking the Dolomites’ trip, and my content has been used across our website and on third-party sites.”

 

Then he joined TTG’s Sustainable Travel Heroes fam trip to Peru, where he helped agents with their content. “Some of them were getting enquiries during the trip, off the back of posts they did. Their personal content really resonated with customers.”

 

His own photo of Intrepid’s local guide Ale graced TTG’s September cover, inspiring praise from the general manager of Intrepid DMC in Peru: “Absolutely thrilled to see how a picture can capture so much of Ale’s essence,” said Fernando Rodriguez.

 

However, it’s looking likely that Les’ best work is still to come: this month he’s headed down to Antarctica and he’s bought a new telephoto lens. There could well be another TTG cover….

FBLIWAeCard
Email feedback@ttgmedia.com and let us know your thoughts or leave a comment below
Please sign in to comment.

Upcoming events

TTG Agenda 2024: Winter Breakfast

TTG Agenda 2024: Winter Breakfast

TTG Top 50 Travel Agencies 2025

TTG Top 50 Travel Agencies 2025

TTG - Travel Trade Gazette
For Smarter, Better, Fairer Travel
B Corp-certified
TTG Media Limited.
Place of registration: England and Wales.
Company number 08723341.
Registered address: 6th Floor, 2 London Wall Place, London EC2Y 5AU