THE LITTLE REFRESH THAT DID WONDERS

Hamilton Island had a perception problem. It had become a dated, 90s, ‘fly and flop’ destination, and was fast losing its appeal to families and luxury tourists alike. We need to make people realise that this little island was only a little while away from the Australian mainland, and you only needed a little time there to feel its magic. So we completely refreshed its brand identity, launched its first brand platform in over a decade, and used our media to give people a ‘little break’ — showing how even a short visit to Australia’s iconic tropical island can do you wonders.

RESULTS:

biggest month on record

14% increase active brand consideration

#1 DOMESTIC TRAVEL SEARCH

Google Year In Search 2025

$10.43M revenue (+12% YOY)

Agency: The General Store
ECD: Sharon Edmondston
Design Director: Genevieve Read
ACD: Chris Ching

Production: The Pool Collective
Directors & Photographers: Saskia Wilson & Krystle Wright
DoP: Andrew Gough