Lizard Island, 2022 - 2023
Positioning a remote island as a destination of rare access – defined by reef, isolation and a distinctly elevated sense of place.
Lizard Island is a member of Luxury Lodges of Australia and one of the few private island resorts located directly on the Great Barrier Reef. Offering a six-star, all-inclusive experience, it attracts high-value Australian and international guests seeking remoteness, privacy and barefoot luxury.
Project Brief
Lizard Island is the northernmost island resort on the Great Barrier Reef. It has 40 rooms set within a 1,013-hectare national park with 24 beaches, and it is a member of Luxury Lodges of Australia. Its guests are high-value international and Australian travellers who can choose almost anywhere in the world. In a very competitive luxury market, the resort needed stronger organic Google rankings, greater social reach and engagement, and aspirational content that would move guests from dreaming about a reef escape to booking one.
What We Did
We led a content and digital strategy that turned a remote reef experience into something guests could picture, plan and book.
- Strategy workshops with the resort team to define audiences, priorities and the guest journey
- A concierge-led SEO content strategy built around how travellers search for a rare reef experience
- A social media upgrade, including a new content grid and a series of Instagram Reels and Stories covering beachfront rooms, snorkelling, diving, fishing, dinghy dates and the all-inclusive offer
- A new EDM structure and look and feel, including the booking confirmation email, designed to support direct bookings
- A streamlined marketing automation structure, designed and handed over to the in-house team to implement
The Result
The engagement gave Lizard Island a clear, lasting content and digital strategy. It also left the in-house team with the structure and capability to carry the work forward. Lizard Island is now one of the most celebrated resorts in the world.
In 2025 it became the only Australian property awarded three Michelin Keys, and it was named the number one resort in Australia and the Pacific in the Condé Nast Traveler Readers’ Choice Awards.
