Peninsula Hot Springs is an award-winning geothermal hot springs and day spa on Victoria’s Mornington Peninsula. Terrier Agency built an influencer campaign to reach new audiences in the Melbourne market and generate authentic, high-quality content the brand could reuse across its own channels.
We sourced 77 Melbourne-based influencers to visit the springs and share their experiences across Instagram and TikTok, producing 103 feed posts and 299 stories. The campaign reached a combined following of 9,265,148 and generated 34,085 engagements.
The genuine enthusiasm creators showed for the destination made the content highly reusable, giving Peninsula Hot Springs a sustained presence well beyond a single campaign moment.
Building a Content Library at a Destination Spa
Reaching a new city market for a destination brand means casting locally: 77 Melbourne-based creators were sourced specifically so the audience reached would be within realistic travelling distance of the springs. Each was vetted for genuine engagement before being invited to visit, briefed to capture the experience across both Instagram and TikTok, and left to shoot and post in their own style once on site — the two platforms split to match how a spa’s visual, in-the-moment appeal is consumed differently on each.
Reading the Reach Across Two Platforms
A combined following of 9,265,148 and 34,085 engagements across 103 feed posts and 299 stories is a visibility and interaction figure, not a booking number. What it shows is a genuinely large content library — built from creators who visited the destination in person rather than shot from a brief alone — which is the reusable asset a spa can draw on well beyond the campaign window the page already describes.
