Hamilton Island Yacht Club – Case Study.

May 4, 2010  //  IBM BLOG POST

Creating a new brand and identity platform to reflect Bob Oatley’s business objectives: Firstly, create the most desirable island destination in the South Pacific for both Australian and international guests. Secondly to host the world’s most prestigious international yachting event.

Our mandate was to reposition the island as the centre of boating excellence, lifestyle and 5 star services for the islands of the Great Barrier Reef.

As well as build and implement a strategic marketing campaign that results in $100 million worth of property sales in order to fund and deliver other initiatives and product offerings.

Our Brand Discovery process unveiled future scenarios that the Oatley family had not yet considered, as well as uncovering powerful insights that had the potential to greatly impact the future of the Hamilton Island positioning.


SERVICES PROVIDED FOR HAMILTON ISLAND YACHT CLUB:

Brand Discovery
Audience Profiles – research & present targeted audience
Unique Positioning – key marketing messages
Brand Essence – core of the brand
Brand Values – what the brand stands for
Brand Architecture

Creation
Brand Idea – message that runs throughout all marketing
Identity – logo, descriptor, tagline, colours, fonts
Overarching Creative Approach – look and feel, style, personality
Marketing Strategy – campaign approach, sales based

Brand Touch Points
Print Collateral – brochure, Direct Mail
Brand Experience – Sponsorship, Events & co-branded activities
Electronic & Web – Website, banner advertising, email newsletters, SEO
Diverse Marketing Channels – environmental graphics, outdoor


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