InterContinental Hayman Great Barrier Reef
Australia Repositioned as frontier to the Great Barrier Reef. Time Out called it "the next White Lotus resort." 97 press pieces. 109.5M OTS.
InterContinental Hayman Great Barrier Reef
Australia Repositioned as frontier to the Great Barrier Reef. Time Out called it "the next White Lotus resort." 97 press pieces. 109.5M OTS.
“The next White Lotus resort.” (Time Out). We repositioned one of Australia’s most iconic island destinations and made it feel genuinely new.
Hayman Island carries more history than almost any other resort in Australia. That’s both the asset and the challenge: how do you make a place that everyone knows feel exciting again? The brief wasn’t a campaign. It was a repositioning, finding the narrative that could carry the weight of the island’s legacy while pointing forward with genuine ambition.
We repositioned Hayman as the frontier to the Great Barrier Reef: an island of firsts, whose story predates modern conservation and whose future belongs at the absolute top of Australian luxury travel. The campaign reached well beyond travel media, into culture, lifestyle, and luxury, placing Hayman in the conversations its audience was already having, not interrupting different ones.
97 press pieces. 109.5M OTS. 24.9M unique reach. And a Time Out endorsement, “the next White Lotus resort”, that did more for the brand in four words than a year of paid media could have bought.
“The next White Lotus resort.” (Time Out). We repositioned one of Australia’s most iconic island destinations and made it feel genuinely new.
Hayman Island carries more history than almost any other resort in Australia. That’s both the asset and the challenge: how do you make a place that everyone knows feel exciting again? The brief wasn’t a campaign. It was a repositioning, finding the narrative that could carry the weight of the island’s legacy while pointing forward with genuine ambition.
We repositioned Hayman as the frontier to the Great Barrier Reef: an island of firsts, whose story predates modern conservation and whose future belongs at the absolute top of Australian luxury travel. The campaign reached well beyond travel media, into culture, lifestyle, and luxury, placing Hayman in the conversations its audience was already having, not interrupting different ones.
97 press pieces. 109.5M OTS. 24.9M unique reach. And a Time Out endorsement, “the next White Lotus resort”, that did more for the brand in four words than a year of paid media could have bought.
