Destination Marketing Strategic Plan
The City of Fremantle plays a key role in promoting Fremantle as a tourism destination and has been delivering marketing activities in line with the City of Fremantle Strategic Marketing Plan 2014 – 2017 via the ‘Fremantle Be Part of the Story’ destination Brand. The brand was developed in 2014 and has been in market for approximately 4 years however the expiry of the current strategic marketing plan in 2017 has provided an opportunity to review current marketing activities and determine the most suitable approach in to the future.
To support the development of a suitable approach, the City of Fremantle formed the Destination Marketing Working Group (DMWG) in 2018. A key outcome for the working group is to develop for the Fremantle Council's consideration a destination marketing strategic plan that supports all business-to-customer industries in Fremantle including retail, hospitality, professional services and traditional tourism attractions. The Destination Marketing Strategic Plan 2018-2022 has now been developed in line with extensive consultation from a variety of stakeholders.
The current strategic marketing plan was developed in response to the declining performance of population driven industries in Fremantle as well as macro-economic factors beyond the immediate control of stakeholders. Fremantle was also subject to increasing competition from major shopping centres in neighbouring municipalities which underwent significant expansions and upgrades at the time and ultimately captured a growing percentage of consumer expenditure which would normally had been reserved for Fremantle.
Destination Marketing Working Group
The new Destination Marketing Working Group was announced on Monday 21 May 2018.
The working group comprises:
- Chair: Linda Wayman - Former general manager of Southern Cross Media
- Karl Bullers - Chair Freo Now (previously Fremantle BID)
- Danicia Quinlan - CEO Fremantle Chamber of Commerce
- Abby McDowell - Group Marketing Manager Facilimate (Quality Suites)
- Chris Lewis - Director Fremantle Press
- Paula Nelson - Director Fremantle Prison
- Kate Hulett - local business owner and MANY projects manager
- Destination Marketing Strategic Plan 2018-2022
- Destination Marketing Working Group Terms of Reference
Destination marketing brand launch
The City of Fremantle has launched the new destination marketing brand designed to attract more visitors and reinforce Fremantle’s status as a major tourism destination. The THIS IS FREMANTLE brand was unveiled to a gathering of state government ministers, tourism industry officials and local business representatives at the WA Maritime Museum in April 2019. The new brand is the culmination of a six month project delivered by the City of Fremantle, the City’s Destination Marketing Working Group and award-winning creative agency Juicebox. The THIS IS FREMANTLE brand will be incorporated into all of the City of Fremantle’s destination marketing materials like maps, brochures and event programs and featured in new banners and signage throughout the city.
Fremantle businesses are encourage to engage with and utilise the new brand to amplify and extend the reach of marketing activity and the Fremantle brand. Download the how to engage document for more information.
Current marketing activities
As you travel in your car throughout the Perth metropolitan area over the next month you are likely to see Fremantle’s new brand THIS IS FREMANTLE on the sides of buses, on digital billboards on the Mitchell and Kwinana Freeways and static billboards in Osborne Park, Mount Lawley and Mosman Park.
It’s all part of a major consumer campaign designed to promote awareness of the new Fremantle brand and to inspire consumers in the metro area to come to Fremantle. The campaign also includes digital advertising, a social media campaign and a radio campaign through NOVA 93.7 Perth.
This is the first major campaign to be delivered by the City as part of the Destination Marketing Strategic Plan 2018-2022 developed by the Fremantle Destination Marketing Working Group.
What your business can do:
1. Amp up your social media activity and use #thisisfremantle @visitfremantle
2. Put THIS IS FREMANTLE stickers on your shop window
3. ‘Talk up’ (you & your staff) the brand and Fremantle to your customers
4. Use the new brand logo in your advertising, newsletter, website
Qantas in-flight magazine arts & culture supplement
The July edition of Qantas in-flight magazine will incorporate a full page editorial feature promoting Fremantle’s arts & culture based events and festivals. The campaign will be in market during Fremantle Festival: 10 Nights in Port and Hidden Treasures to motivate visitors already planning a trip to WA to come to Fremantle. It will also promote the Fremantle Biennale, Fremantle Arts Centre Print Award and Sculptures @ Bathers to motivate visitors travelling to other parts of Australia to plan a trip to Fremantle over the next 6 months. The Qantas in-flight magazine is read by over 400,000 people.
Winter events brand campaign
This campaign is designed to align with the strategic marketing plan pillar of ‘events’ and leverage the City of Fremantle owned Fremantle Festival: 10 Nights in Port and Hidden Treasures by promoting key winter cultural events to a wider Perth audience. The campaign will see digital signage in high traffic pedestrian and vehicle locations in the Perth CBD and wider metropolitan area.
2019 Destination Perth Holiday Planner is out now
The City of Fremantle has taken a full page advert in the latest edition of the Destination Perth Holiday planner. 100,000 copies of the planner are distributed through consumer and trade based events and channels including Holiday & Travel Expos in Australia and New Zealand, Visitor Centres & Travel Agencies across Australia, car hire outlets, hotels, and cruise ship transit passenger.
New editorial content incorporates Fremantle’s brand values along with key messaging to position Fremantle as more than a day trip and encouraging visitors to stay a night or two.
Engage with the new brand
Fremantle businesses are encouraged to engage with and utilise the new brand to amplify and extend the reach of marketing activity and the THIS IS FREMANTLE brand. Download the how to engage document for details.
July school holidays
The marketing team will be compiling a selection of school holiday activities on a campaign landing page on visitfremantle.com.au and a dedicated school holiday consumer newsletter. If you are planning school holiday activities or a special offer for families please email details including dates, images, content and relevant links to email@example.com by 30 June 2019.
Winter tactical campaign for hospitality businesses
The 2019 winter tactical campaign aims to increase visitation to Fremantle during the month of August, one of the quietest months of the year. The campaign will promote the restaurants, hotels (pubs), small bars and winter dining experiences in Fremantle.
The campaign will be similar in scale and approach to the 2018 Christmas retail campaign and will include a consumer competition, radio advertising, targeted advertising to Perth metropolitan area on social media and Google Adwords. There will also be a campaign video, photography, competition flyer/map and a poster for participating businesses to display.
All hospitality businesses are invited to express their interest in participating in the competition component of the campaign by emailing firstname.lastname@example.org.
EFTPOS gift card system
The City is liaising with a supplier to trial an EFTPOS gift card system with hospitality businesses that participate in the 2019 winter tactical campaign to ensure 100% of the competition prize money is spent in local businesses. If the trial is successful it will be extended to participating retail businesses for the 2019 Christmas campaign.
Promoting your event
The City of Fremantle is working on a new destination marketing website that will include business and event listing functionality. The new site is expected to be launched mid 2020. In the meantime there are several popular event and ticketing websites event organisers utilise to promote both ticketed and non ticketed events to visitors and the wider community including:
- westernaustralia.com.au (register at ATDW)
- Destination Perth
- Fremantle Community Directory
Promote your local events, restaurants, bars, galleries and shops through the Australian Tourism Data Warehouse (ATDW)
Tourism WA is looking to add more events, restaurants, bars, galleries and local shops to its website www.westernaustralia.com (and affiliated websites such as Australia.com and the Experience WA app). Their goal is to change the perception of a holiday in WA by showcasing the diversity and density of events, places to eat, drink and shop to potential tourists. If you run an event, own a bar, restaurant or café, gallery or shop and would like to be listed for FREE then contact the database team on 1300 369 125 or email@example.com .
You can find more information on eligible product here however suggestions include antique shops, markets, art galleries, local handmade wares (including jewellery) and day spas. To learn more about how ATDW can benefit your business, visit Tourism WA’s corporate site.
Quarterly report: Place Marketing January-March 2018
Quarterly report: Place Marketing October-December 2017
Quarterly report: Place Marketing July-September 2017
Quarterly report: Place Marketing April-June 2017
Quarterly report: Place Marketing January-March 2017
City of Fremantle Economic Development & Marketing
T: 08 9432 9999
TTY: 08 9432 9777