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Little island. Big challenge.
Hamilton Island had a consideration problem. Perceived as a tired, 90s, pricey “fly and flop” family destination, and not recognised for its connection to the Great Barrier Reef, it was falling off bucket lists, fast. On top of this, Hamilton Island hadn’t invested in brand marketing in almost 10 years. In that time, Australia’s hotel scene had surged ahead, with stylish, design-led competitors making Hamilton Island feel outpaced and outdated. Australia’s tropical island was no longer topical.

A little refresh can do wonders.
In a milestone moment for one of Australia’s most iconic destinations, we launched Hamilton Island’s first major brand refresh in almost a decade, including new brand identity, brand platform and fully integrated campaign. The evolved identity introduces a bold masterbrand inspired by the island’s sailing heritage and a fully refreshed design system. The new platform, “A Little Island Can Do Wonders”, celebrates the island’s extraordinary breadth of accommodation, dining and events, and the lasting impact even a short visit can have. High-impact media immersed audiences in the island’s natural beauty, encouraging them to slow down, take a ‘little break’ and experience the wonder of a little island, only a little while away.