Hamilton Island
The island that's spoiling Australia
Author: Clare de Castella Agency: The Campaign Palace
- Objectives: To reposition the island as a more upmarket destination and to halt mounting losses.
- Results: Sales rose despite escalating room prices. Visitor numbers rose 36% from 1996 to 2000 and profitability improved from losses of $50 million in 199596 to a $20 million profit for 19992000.
INTRODUCTION
In 19951996, Hamilton Island was in trouble. Occupancy rates had declined, and the Island was facing a loss of over $50 million....