Hamilton Island launches ‘A Little Island Can Do Wonders’ campaign via The General Store

July 31 2025, 10:26 am | BY Ricki Green | No Comments

Hamilton Island has unveiled its most significant brand evolution in nearly a decade, launching a new national campaign ‘A Little Island Can Do Wonders’, developed with creative agency The General Store, 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.

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.



“Whether it’s your fortieth visit or your first, Hamilton Island has a way of drawing people back,” says 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.”

Says Michael Branagh, Director of Sales and Marketing: “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.

Hamilton Island launches ‘A Little Island Can Do Wonders’ campaign via The General Store Hamilton Island launches ‘A Little Island Can Do Wonders’ campaign via The General Store

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.

“It’s this blend of world-class experiences and warm, authentically Australian hospitality that sets us apart,” says 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

Hamilton Island launches ‘A Little Island Can Do Wonders’ campaign via The General Store Hamilton Island launches ‘A Little Island Can Do Wonders’ campaign via The General Store Hamilton Island launches ‘A Little Island Can Do Wonders’ campaign via The General Store

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

 

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