Hamilton Island reintroduces itself in new brand campaign, ‘A Little Island Can Do Wonders’
Hamilton Island has unveiled a national campaign designed to reintroduce the destination to local and international travellers.
The announcement:
Hamilton Island has unveiled its most significant brand evolution in nearly a decade, launching a new national campaign – A Little Island Can Do Wonders – to reintroduce the destination to Australian and international travellers.
Launching on 1 August across outdoor, cinema, broadcast, digital and social channels, the campaign invites a new wave of guests to experience Hamilton Island’s worldclass offering in the heart of the Great Barrier Reef – and encourages those who haven’t been in years to see how much the island has transformed.
“Whether it’s your fortieth visit or your first, Hamilton Island has a way of drawing people back,” said Nick Dowling, CEO of Hamilton Island. “We wanted to capture the balance this island offers – adventure and serenity, seclusion and connection – and remind people that you don’t have to travel far to experience something extraordinary.”
Michael Branagh, director of sales and marketing, added: “Australians know and love Hamilton Island, but this campaign is about sparking fresh curiosity – especially among those who haven’t been in a while. We’ve evolved, and we want people to see just how
much a little island can do.”Just a short flight from the east coast, Hamilton Island has long been one of Australia’s most iconic island escapes. In recent years, the island has quietly evolved – with design-led stays, refreshed dining, and immersive nature and cultural experiences.
The newest addition is The Sundays, a 59-room boutique hotel designed for relaxed, elevated stays. Catseye Pool Club, led by chefs Josh and Julie Niland, brings a fresh energy to the island’s culinary scene, while The Palms introduces a lively garden bar and BBQ-inspired menu overlooking the Marina. The return of coca chu with a sleek new look and Southeast Asian menu adds to a growing food story, alongside a collaboration with artisan bakery Fiore.
Guests can explore over 25 kilometres of bushland trails by e-mountain bike, tee off on a championship golf course, or connect with ancient rock art on a guided Cultural Island Discovery led by Ngaro man Robbie Congoo. With exclusive access to Heart Reef and scenic flights to Whitehaven Beach – named Lonely Planet’s Best Beach in the World 2025 – Hamilton Island is the perfect base for reef adventures.
Developed with creative agency The General Store, the campaign is supported by a suite of new content – evocative short films and stills capturing the island’s beauty and energy, from sunrise hikes to reef dives, golden hour cocktails to lazy lunches.“It’s this blend of world-class experiences and warm, authentically Australian hospitality that sets us apart,” said Dowling. “Hamilton Island feels familiar – but it’s been completely renewed.”
A Little Island Can Do Wonders marks a new chapter for the island – one shaped by creativity, connection, and a fresh commitment to delivering wonder-filled island escapes, right here at home.
To learn more or book your escape, visit www.hamiltonisland.com.au
Client: Hamilton Island
General Manager Sales & Marketing: Michael Branagh
Director of Marketing: Courtney Barry
Creative and Content Manager: Janie Howell
Content Producer: Dean Marchini
Agency: The General Store
Partner: Madeleine Livesey
Managing Director: Sophie Lander
Executive Creative Director: Sharon Edmondston
Design Director: Genevieve Read
Associate Creative Director: Chris Ching
Account Director: Sascha Jacobs
Designer: Hayley Moore & Naomi Balmaceda
Art Director: Mick Pollard
Chief Creative Officer: Marcus Tesoriero
Strategist: Andrew Kohn
Founder & CEO: Matt Newell
Production: The Pool Collective
Executive Producer: Courtney Wellsmore
Directors & Photographers: Saskia Wilson & Krystle Wright
DoP: Andrew Gough
Producer: Federica Genovesi
1st AC: Sandy McLennan
Digital Tech: Hannah Smith
Camera Assist: Matteo Macri
Stylist: Gemma Keil & Alvin Darmawan
HMU: Samantha Pearce
PR: Caroline Denyer / Supermassive
Source: Supermassive
