Japanese Mountain Retreat is a Japanese-inspired mineral springs and spa retreat set in relaxing Australian nature, yet still within easy reach of Melbourne CBD. For years it grew through word of mouth, with a haphazard social media strategy.
When the retreat moved into new ownership in September 2026, TMSC was brought on as their Melbourne Social Media Agency to refresh and strengthen the approach to social media marketing, as well as refresh the visuals through beautiful and strategic video and photography.
Being somewhat of an institution, the retreat had something most brands spend years chasing: a loyal audience that had grown on Instagram over the years. This presented it’s own challenge, however, as many of this followers had lost interest and stopped engaging with the content.
Our approach to social media
From our research and strategic planning, we decided that quiet luxury needed to do the talking. We created a shoot plan that focused on the peaceful moments that come with visiting the retreat.
Here’s our overview:
Positioning first. Before a single post went out, we defined what makes the retreat unlike anywhere else: a Japanese onsen ritual, set in remote bushland. We delved into the original story and purpose of the retreat, and thought about how that could be translated in the content.
Premium Visuals. We moved the visual direction toward premium and restrained. Fewer words, more texture. Steam, water, timber, light through the trees, and the slow pace of a day spent soaking.
Content made on location. Our team shot on site across dedicated content days, each planned around light, ritual and pace. Styling, talent and shot lists were prepared in advance so every frame looked intentional, captured on cinema-grade video for footage that holds up full screen.
Creator program. We built out a program whereby creators get to experience the retreat and share it with their own audiences, carrying the word-of-mouth energy that built the brand into new circles.
A clear role for each platform. Instagram leads on the aesthetic and the full-stay story. TikTok carries short, immersive video. Facebook keeps the existing community close and informed.
The results
Video was always going to be the way to show an experience this sensory, and the numbers back that up.
• 441% increase in video views. Immersive, slow-paced footage of the springs and surrounds is what people stop for and watch through.
• 350% increase in followers. The retreat is now reaching people well beyond the guests and friends who found it through word of mouth.
• 22% increase in content interactions. As the audience has grown, people are still saving, sharing and responding to the content.
What's next
The foundations are in place, and the next phase is about depth: more ritual-led video, a stronger creator calendar, and turning attention into bookings.
At TMSC, we work with a small number of brands at a time so each one gets this level of thinking and care. If your brand has a story that deserves to be seen, feel free to get in touch and we can discuss how TMSC could revitalise your social media marketing.