Beyond the bathhouse | Driving national awareness for Soak Bathhouse

Taking social wellness nationwide

Aruga was engaged by Soak Bathhouse to support the brand’s national expansion and elevate awareness of its award-winning, modern Australian bathhouse concept.

With three new locations launching across South Yarra, Bondi and Alexandria in 2025, alongside established sites in Mermaid Beach and West End, the campaign aimed to position Soak Bathhouse as Australia’s go-to destination for accessible, social wellness.

To support this growth phase, Aruga delivered an integrated PR and influencer strategy designed to build brand awareness, drive visitation and embed Soak Bathhouse into wellness lifestyles and mainstream media conversations.

The result was editorial coverage in major national publications including Harper’s Bazaar, Boss Hunting, Good Weekend, The Australian’s Travel & Luxury, plus online lifestyle publications including The Urban List, Time Out, Sitchu and Concrete Playground.

Aruga connected with a range of influencers, from macro to micro – facilitating visits for Kurt Coleman, Jessica Ngyuen, Katie Martin, Tim Abbott and more.

Results

198

editorial clips

13.6M

audience reach

86

guests attending launch events

64

total venue visits coordinated

Deliverables

Influencer Engagement

Engaging with key content creators in each market, coordinating attendance at launch events and in the weeks following opening.

Media Relations

Executing a national and statewide editorial approach to ensure each market was aware of Soak Bathhouse’s arrival and opening, plus the benefits of social wellness.

Media Visits

Coordinating press visits with key online lifestyle publications to ensure their engaged audiences were the first to see Soak Bathhouse’s newest locations.

Winning tactics

Aruga engaged with influencers who already had a genuine interest in wellness, recovery and fitness. As the experience aligned naturally with their existing content and audience expectations, participation felt more organic and content outcomes were stronger.

Aruga leaned into the current wellness trend, ensuring Soak Bathhouse was part of the national conversations. Aruga set Soak Bathhouse apart from other wellness experiences by leaning into the brand’s unique approach of social, accessible wellness.

Aruga timed campaign activity throughout 2025 to ensure momentum was built throughout the year and peaked in line with Soak Bathhouse’s three openings in May, June and December 2025.