We’re an amalgam of inventive and experienced tourism minds.

Partners with a shared creative passion – to deliver original and inventive market intelligence, strategy and brand building solutions for our clients.

Don Morris AO

Executive Chairman

Don Morris AO BEc DUniv is the former Chair of both Tourism Australia and Tourism Queensland, and a former director of Harvey World Travel, the Tourism & Transport Forum, Port Douglas Reef Resorts, Tourism Asset Holdings and Hamilton Island Enterprises. 

Don has unparalleled experience in the Australian tourism sector.  He was a founding principal of Mojo Advertising, creators of the iconic 1980’s “Shrimp on the Barbie” promotional campaign for Australian tourism, as well as “I still call Australia home” for Qantas.

In the 2002 Australian Honours, Don was appointed an Officer in the Order of Australia (AO) for services to tourism.

Don is a current director of ASX listed Ardent Leisure Ltd (owners of Dreamworld theme park and a portfolio of international leisure businesses) and Chair of tourism Project Management specialists, Pure Projects.

He is an Adjunct Professor of Tourism, Chair of Griffith University’s Institute for Tourism (GIFT) Advisory board, and a Doctor of the University.

Sandra Hook

Special Advisor

Sandra Hook GAICD has a multimedia background spanning senior roles at Foxtel, Fairfax and most recently at News Ltd where as high-profile CEO and Managing Director of Rupert Murdoch’s NewsLifeMedia magazines portfolio, she was responsible for its transformation from a traditional print business to a 21st century omni-channel digital organization.

She serves as a non-executive director on a number of Australian boards, private and government, including:

  • Sydney Fish Market (navigating major site redevelopment opportunities, and the transformation of the world’s second largest fish market, and Sydney’s second most visited tourist attraction)
  • Sydney Harbour Federation Trust
  • The Royal Botanic Gardens and Domain Trust
  • WYZA – a data-driven digital marketplace for people 50+
  • RXP Services (ASX:RXP) – a technology consulting services company
  • MedAdvisor (ASX:MDR) – software systems developer in personal medication
  • Ive Group (ASX:IGL) – multi-channel marketing and print communications

Sandra brings strong professional, government and community links with well-established networks in Tourism & Recreation, Urban Media, Infrastructure Development & Public Environments.

Melissa James


Melissa James BA LLB (Hons) GAICD commenced her career in law, following which she pursued a 17 year independent career of Trusted Advisor, Senior Executive and Advisory Board Roles, notably with the Oatley Family Office (owners of Hamilton Island & Dent Island) and similar high profile entrepreneurs.  More recently, Melissa headed up Australia and NZ for the leading global member organisation for ultra-wealthy multi-generational families, the US based Family Office Exchange (FOX).

Melissa’s experience extends across large-scale master planning and implementation of major development projects, business strategy and growth, transformations, brand, marketing and digital strategy and execution, sales, as well as legal and corporate services.  She has worked extensively across diversified real estate sectors, including tourism and leisure, luxury retirement living, residential and marinas.  Melissa also has premium experience across the family office sector, technology and childcare. 

She was integral in the rebranding, master planning and redevelopment of Hamilton Island & Dent Island, where she worked with Don Morris.  Melissa is also a Special Advisor to Content Theory, creators of the HitON interactive video technology and a specialist consultancy in content and engagement intelligence.  Melissa also undertakes Government Grants & Incentives special projects and is a graduate of the Australian Institute of Company Directors.