Get Seen, Booked & loved.
Strategic Social Marketing for Stays across Australia
Social Media Marketing for…
Airbnbs
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Boutique Hotels
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Holiday Parks
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Unique Stays
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Campgrounds
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Villas
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Lodges
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Retreats
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Short-Term Rentals
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Airbnbs 🌿 Boutique Hotels 🌿 Holiday Parks 🌿 Unique Stays 🌿 Campgrounds 🌿 Villas 🌿 Lodges 🌿 Retreats 🌿 Short-Term Rentals 🌿
MJ Vine Marketing is a boutique social media management service for Airbnbs, holiday parks, boutique hotels, and short-term stays across Australia.
From content strategy and platform management to content creation visits and influencer partnerships, everything I do is designed to help accommodation businesses show up online in a way that feels authentic, intentional, and genuinely compelling to the guests they want to attract.
Where people choose to stay is one of the most personal parts of any trip. Every property has its own story — shaped by its location, its design, and the experience it offers — and my role is to translate that story into social media content that resonates, stands out, and drives direct bookings.
Having grown up in hospitality myself, I bring more than strategy to the table — I bring real understanding of what it takes to run a property, and what it takes to make guests fall in love with it online.
A little about me
Hi, I'm Melissa, a social media manager & strategist based in Warrnambool, right at the end of the Great Ocean Road.
I grew up in Queensland's Scenic Rim, where my family owned and operated a campground for over ten years. I spent my high school years doing check-ins, cleaning cabins, running activities — and somewhere in between, discovering I loved managing the socials. That's where I learned that when you're busy hosting, marketing can be difficult to stay consistent with.
I went on to study Marketing and Tourism at The University of Queensland, and after graduation, I then moved to live and work on Phillip Island. Eventually, I landed in South West Victoria once starting a family. While I was on pause from working in the marketing industry to stay home with my baby, I created a local community initiative supporting regional mothers in postpartum, called The Village Warrnambool.
Accommodation businesses across Australia are my sweet spot. I know this industry, its seasons, and its guests — and I know the reality of running a busy property, because I've lived it.
My approach is rooted in storytelling and strategy, and it all comes back to one thing — getting your property in front of the guests who are ready to book.
Services
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We'll start with a custom social media strategy built around your property, your ideal guest, and your booking goals.
From there, I create and publish content for you on a monthly basis across Instagram and Pinterest — including lifestyle posts, carousels, and short-form video — designed to stop the scroll and drive direct bookings.
Each month you'll receive a full content calendar, community management, and an analytics snapshot to keep your strategy sharp and your presence consistent.
To create content, clients provide visual assets — photos and short video clips of their property. Not sure where to start with content? I can coordinate a Content Creation Visit to your property to build out your visual library with a trusted lifestyle creator.
What's included:
Custom content strategy
Monthly content calendar
Post creation — lifestyle imagery, carousels, short-form video
Hashtag and keyword research
Scheduling and publishing
Community management
Monthly analytics snapshot
Enquire about packages & prices here.
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Before you can grow, you need to know where you stand.
An Audit & Strategy session is a deep, honest look at your current social media presence — what's working, what isn't, and exactly what needs to change to start attracting the guests you actually want.
You'll walk away with a personalised strategy, a clear action plan, and one month of content prompts so you know exactly what to post and why. We meet twice — once to learn about your property and goals, and once to walk through your results together.
What's included:
Audit of up to two platforms
Personalised social media strategy
Step-by-step action plan
One month of content prompts and post ideas (including stories)
Two consultation sessions — discovery and delivery
Enquire today.
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Great social media starts with great content.
A Content Creation Visit is a multi-day stay at your property where a trusted lifestyle photographer captures everything that makes your space worth booking. Think golden hour exteriors, styled interiors, atmospheric detail shots, and short b-roll video clips — all shot with your social media strategy in mind.
The result is a comprehensive visual library that fuels 4–8 months of authentic, scroll-stopping content across social media channels, property listings and your direct booking website.
Visual assets are delivered to you and your social media manager ready to use — no rushed shoots, no generic stock imagery. Just real, beautiful content that tells the story of your property.
What's included:
Pre-shoot creative brief and shot list
Multi-day on-site lifestyle photography
Short-form b-roll video clips
Edited photo and video library delivered via Google Drive
Content organised and ready for social media use
Enquire today.
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Your past guests are your warmest audience — and email is the most direct way to stay in touch with them.
I'll build and manage a strategic email marketing presence for your property, from welcome sequences that delight new subscribers to seasonal campaigns that bring past guests back and convert curious followers into bookings.
Every email is written in your property's voice, designed to feel personal, and sent with one clear goal — keeping your property top of mind and your booking calendar full.
What's included:
Email strategy tailored to your property and booking goals
Copywriting and design for each send
Welcome and post-stay automated sequences
Seasonal and promotional campaigns
List management and performance tracking
Enquire today.
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Your happiest guests are your most powerful marketing tool.
I manage relationships with content creators and influencers on behalf of your property — handling outreach, briefing, coordination, and content approval so you never have to think about it. The result is a steady stream of authentic, high-quality content that showcases your property to new audiences and gives you real, relatable assets to share across your platforms.
Whether it's a micro-influencer who stays and creates, or a UGC creator who builds content from your existing library — I find the right fit for your property and manage the whole process.
What's included:
Creator research and outreach
Brief preparation and coordination
Stay or content arrangement
Content review and approval
Ongoing creator relationship management
Enquire today.
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Your online presence extends beyond social media — and I can help with that too. Whether you need fresh copy for your property website, a more compelling Airbnb or Booking.com listing description that converts browsers into bookers, or a brand new direct booking website built from the ground up, I offer a range of website and listing services tailored specifically to accommodation businesses.
A well-written listing or website doesn't just describe your property — it sells the experience of staying there. And a direct booking website gives guests another way to find and book you directly, with no OTA commission taken off the top.
Get in touch to discuss what you need and I'll put together a custom quote.
Client Reviews
"Mel's posts are creative, well targeted, create fantastic brand awareness and customers often comment on how good our socials are. If you want to outsource your social media headaches, I'd recommend you talk to Mel today. It'll be the best thing you do!"
— Nathan T.
"It was an absolute pleasure working with Melissa. She was very approachable and she took time to ask questions to make sure the content she wrote was informative and suitable for our brand's tone. The content she provided was excellent and you can tell there was a lot of care and thought behind the writing. I highly recommend!"
— Angela B.
Let’s make sure people can find your property
Is your stay showing up where it matters most?
Instagram and Pinterest are the two most powerful platforms for getting accommodation businesses seen, saved, and booked.
I can help!
Free resources
A little something from me to you.
These free guides are built specifically for accommodation businesses — practical, no-fluff resources to help your property show up online and attract more bookings.
Get in touch
Your property has a story worth telling — and I'd love to help you tell it.
Fill out the form below and I'll be in touch within 24–48 hours to learn more about your property and chat through how I can help.