Objective
Hamilton Island - Australia’s longtime tropical playground in the Whitsundays - has a limited accomodation spectrum. There’s ‘qualia’ - the famously ultra luxe, adults only retreat, and a range of mid and budget tier options for families and adventurers. To fill a much needed gap in their portfolio, Hamilton Island wanted to launch their new premium, boutique hotel - The Sundays - to accomodate families. But in order to get people booking, we had to change perceptions.
Challenge
‘Hamo’, as it’s fondly referred to by nostalgic Aussies, was the place they holidayed with their family in the 80's. But Australia’s tropical island was no longer top of mind for families and couples, with newer family destinations racing ahead. Hamilton Island felt dated and old news.
It was time for a refresh and a reframe, and to shift the dial from ‘I might go’ to ‘I must go’.
We launched Australia’s hottest boutique hotel for families and, over two years, helped Hamilton Island become Australia’s #1 Google-searched destination in 2025.
Campaign
Over a two year period, we reframed the conversation Australians were having about Hamilton Island, moving it to the very top of the travel wish list.
We began with the launch of ‘The Sundays Club’, an intimate group of key media, content creators and high-profile influencers. This group was taken on a journey from a sneak peek hardhat tour of The Sundays construction site, through to the hotel’s opening celebration.
From there, we amplified major events and sponsorship activations such as the launch of Josh Niland’s hotel restaurant, and Hamilton Island Race Week presented by Amex.
Throughout the press office and famil program we ensured we consistently told a diverse range of stories about the breadth and quality of experiences on offer, letting travellers know how much there was to do on the island.
RESULTS
The results were staggering, thousands of pieces of positive press coverage, a highly sought after famil for content creators, and sustained conversation that contributed to the island’s biggest revenue month to date, culminating in Hamilton Island becoming Australia’s #1 Google searched destination in 2025.