Hamilton Island

Hamilton Island Enterprises, owner of Australia’s leading multi-resort tourist destination Hamilton Island, commissioned GoodWords to work on a number of key cross-organisational external and internal communication and guest relations projects during a critical period of change within the organisation’s in-house communications functions.

Having first visited the island back in 1984 when working as a journalist for Southdown Press, it was an eyeopener for GoodWords’ Stephen Cook to see the many improvements and luxurious developments the island’s current owners, the Oatley family, had instigated in recent years.

Working with Hamilton Island’s Marketing, Brand and Communications teams, GoodWords produced a wide variety of content for Hamilton Island’s various needs, as well as confidential, in-house strategies for the organisation’s crisis and issues management.

These included:

  • A comprehensive Crisis and Issues Management Audit and Recommendations – the research and preparation for this included interviewing key executives and staff and incorporating a wide variety of on-island facilities and functional areas – including the various island resort management teams and back-of-house areas, the island’s airport and ferry wharves staff, and risk management, waste management and security teams.
  • Writing the complex Crisis and Issues Management Plan, including draft statements for a wide variety of crises and/or issues pertinent to Hamilton Island
  • Writing and researching feature articles for the island’s REEF Magazine
  • Being asked to fill-in as Editorial and Creative Director for the August 2012 issue, while the organisation finalised decisions over moving to a new publisher. We produced a high-quality 68-page magazine that included sponsor ads and a wide variety of new editorial and photographic features.
  • Additionally, Stephen Cook assisted in the selection and interview process for the appointment of a new, inhouse Senior Communications Manager.
  • Writing key executive letters and columns, as well as specific communications from management to key stakeholders
  • Rewriting the luxurious qualia resort’s in-room guest compendium
  • Provision of regular copy for a wide range of uses, including travel and special promotion ads, social media posts, and other marketing collateral
  • Writing in-house TV scripts
  • Preparation of event media manuals.

“Hamilton Island commissioned GoodWords to undertake a range of important communications projects during a period of restructure of our internal communication functions during 2011 and 2012.

“The largest project was a complete audit of the island’s various and unique potential crises, the risks involved, and the provision of a comprehensive Crisis Management Plan, including communication flow manuals and prepared messaging for a range of possible crisis situations. The result was a professional, relevant and practical document.

“GoodWords also filled in as Editorial Director and designer for REEF Magazine, as we reviewed the magazine’s focus and searched for a new, permanent publisher for 2012. Additionally, Stephen Cook assisted in the selection and interview process for a new Senior Communications Manager, and worked to briefs from our Marketing and Communications teams to write articles, executive letters, guest compendiums, copy for ads, social media posts, in-house TV scripts, and event media manuals.

“Along with all our staff who worked with the GoodWords team, I found them to be professional, committed, dedicated – and the standard of work supplied was exemplary; and always on time.  Additionally, they added context to all the documents they had input into. They had that rare ability to create beautifully-crafted yet easy to understand descriptions of what we needed to say – that only happens with the most erudite and aware wordsmiths.

“From our interaction, I can highly recommend GoodWords as masters of their craft.”

Glenn Bourke AM 
Chief Executive Officer
Hamilton Island Enterprises Limited

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