Earlier this year Focus Marketing was contracted to relaunch the Florida Road / Durban Routes marketing campaign to attract more local, domestic and international visitors to the precinct.

Focus Marketing’s Darryl Moodie said: “With travel well and truly open, now is the time to mobilise, band together and promote Florida Road’s many attractions and unique vibe to bring more people into the precinct.”

Businesses on the road are encouraged to sign up and contribute R1000 per month towards this joint marketing effort.

The new campaign will benefit businesses in the following ways:

  • Increase visitors to the precinct through a presence on the Durban Routes website which sees 2,5million hits per annum
  • A weekly dedicated social media campaign promoting the area and keeping Florida Road top of mind
  • Exciting events to enhance the Florida Road vibe
  • Free basic listing on Route B of the Durban Routes campaign
  • Discount offer for a page on the Durban Routes website

Florida Road Marketing Fund stats and feedback

The Florida Road advert in the Durban Routes and Surrounds campaigns was updated and revamped earlier this year in conjunction with the Durban Routes campaign revamp. https://www.durbanroutes.co.za/route-b/

This revamp boosted visitor statistics to the Durban Routes campaign and the Easter period – they were 27,8 % up on the same period last year.

Visitor statistics remained high relative to last year and certainly a lot higher than stats recorded by other tourism campaigns in and around Durban. The below stats for March, April and May say it all.

  • March: 230 229 hits were recorded from SA visitors – 71,3% of which were from Durban residents
  • April: 125 056 hits were recorded from SA visitors – 82,4% of which were from Durban locals as domestic visitors eased back on travelling
  • May to date: 110 943 hits were recorded from SA visitors – 84,1% of which were from Durban locals

Additionally, some 30 000 to 40 000 hits were received from foreign visitors from the USA, UK, Germany etc.

Mela Arnold’s weekly “advertorial style” social media posts on the Durban Routes social media pages were aimed at marketing the vibe, security and cleanliness of the precinct. These were very effective and well received. She went the extra mile in most of them and made some additional posts during Africa’s Travel Indaba and arranged for people at the Indaba to visit the Florida Rd precinct.

On average her posts reached over 5000 people per post in a very short space of time – with some posts reaching over 10 000 – a very high reach. Most people reached were all situated in the Durban region.

For more information, please contact Darryl (darryl@focusmarketing.co.za) or Mela (mela@focusmarketing.co.za)

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