When most people think of Joburg, they think of the north. Sandton, Rosebank, Melrose Arch. The south of the city — with its rich history, wildlife escapes, and iconic landmarks — often gets overlooked as a destination in its own right. SOJO, the South of Jo’burg Business & Tourism organisation, set out to change that narrative with a campaign as ambitious as the region it represents.
Timed to coincide with South Africa’s Tourism Month in September 2026, the #StayAnotherDay Influencer Campaign was a curated five-weekend immersive tour designed to reposition Jozi South as a staycation-worthy destination. The ask was simple: don’t just pass through — stay a little longer, and explore a little more.
The Idea Behind the Campaign
Rather than a single big-bang activation, SOJO took a sustained, niche-by-niche approach. Each weekend was built around a distinct content category — culture, family, wellness, travel, and live events — and matched with influencers whose audiences aligned with that angle. It was targeted, thoughtful, and deliberately diverse.
The secondary hashtags said it plainly: #StayAnotherDayinJoziSouth and #StayALittleLongerandExploreaLittleMore. The message wasn’t just promotional — it was an invitation to rethink a part of the city that many Joburgers drive through without stopping.
Five Weekends, Five Stories
History, Heritage & Thrills at Gold Reef City, Apartheid Museum, and FNB Stadium
Family Fun with the Whole Squad at Thaba Eco Hotel, The Glen, and Kraal Restaurant
Spa Days & Style Moments at Thaba Eco Hotel and Mall of the South
High Energy & High Stakes at 4Racing Turffontein, Gold Reef City, and Mall of the South
“Don’t just pass through — stay a little longer, and explore a little more.”
What Made It Work
The campaign’s structure was its strength. Each influencer was briefed to deliver a standard content pack — one reel, one carousel post, five stories, and a vlog or recap — ensuring consistency without sacrificing creative authenticity. The niche-matching meant content landed in front of audiences who were genuinely interested in what was being shown, not just a broad spray of impressions.
The stakeholder lineup was equally well-curated. From the history and heritage of the Apartheid Museum to wildlife game drives at Thaba Eco Hotel, horse racing at Turffontein, and a live concert at FNB Stadium, the campaign covered the full breadth of what Jozi South actually offers. These aren’t manufactured tourist attractions — they’re existing, established venues that simply needed a bigger spotlight.
A Blueprint Worth Repeating
With a total campaign spend of R100,000 — R70K on influencers and R30K in other costs — and a verified reach of over 931,000 people (excluding stories), the numbers speak for themselves. That’s a CPM that most paid media campaigns would struggle to match, delivered with the credibility of genuine creator content rather than ad copy.
SOJO’s #StayAnotherDay campaign is a clear example of what focused, well-matched influencer marketing can deliver for destination tourism. The south of Joburg was always worth the visit — now more people know it.
