Hamilton Island - the island that's spoiling Australia

Campaign (1997-2000) to reposition and revitalise Hamilton Island, the holiday resort. Previously, the resort had been suffering mounting losses as well as negative publicity about how the beauty of the area (the Whitsunday Passage) was being ruined by high rise, commercialisation and over-development.

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. ...