A heartfelt invitation to experience the magic of Norfolk Island, and the feeling that stays with you long after you leave.
Norfolk Island, May 2025 – It’s hard to explain what makes Norfolk Island so special, but every visitor tries. They talk about the beauty. The people. The peace. The feeling of leaving lighter, but somehow fuller.
Now, Norfolk Island Travel Co is turning those shared reflections into a unified message that invites others to experience the island’s unique magic for themselves.
Launching this month across digital, print, social, and trade channels, the new campaign, Pack Light, Leave Full, reframes Norfolk Island not just as a destination, but as a deeply personal experience. It invites travellers to let go of the noise, the clutter, and the overplanning, and open themselves to something more meaningful.
“This campaign is how we tell more of Norfolk Island’s uniqueness,” says Glen Buffett, General Manager at Norfolk Island Travel Co. “It’s more than a marketing line. It’s a truth we’ve heard from travellers for years, that they leave with more than just good memories. They leave with full hearts, new energy, and a deep sense of connection. That’s our difference, and we’re leaning in.”
With a short flight time from mainland Australia, visitors really can pack light, but they’ll return with so much more. Whether it’s sharing stories with locals, walking through World Heritage ruins, savouring fresh island-grown food, or simply breathing more deeply, Norfolk Island gives back in unexpected, lasting ways.
Inviting Travellers to Join the Conversation
This campaign will encourage travellers, past and present, to be part of the story. Norfolk Island Travel Co will be inviting those who’ve visited to share what made the island stay with them. From favourite moments to unexpected transformations, these stories will help inspire future travellers to discover the island’s magic for themselves.
An Invitation to Local Partners
Tourism operators, accommodation providers, artists, producers, and community members are also being invited to contribute their voice to the campaign.
“We want to champion our shared identity as an island of depth, warmth, and soul,” says Glen. “Our people are the heart of our destination, so we’ll be working with partners to explore what connection looks like to them, and how their guests feel when they visit.”
This collaborative storytelling effort will form the foundation of Norfolk Island Travel Co’s messaging for the coming months, uniting industry voices and visitor reflections under a single, authentic campaign.
Want to share your story?
Visit us on Facebook or Instagram and tell us how Norfolk Island is a special place for you.
Media Contact:
Madeleine Ponini
Marketing, Norfolk Island Travel Co
madeleine@pacificislandmarketing.agency
