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
Major consumer campaign
A major consumer campaign to launch the THIS IS FREMANTLE brand is commencing in June 2019 and will include outdoor signage, bus signage, digital signage, radio and social media advertising.
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.
Fremantle featured on Destination WA episode
The City of Fremantle has partnered with Rottnest Island, Sealink Rottnest, Optus Stadium, Sandalford Winery and Captain Cook Cruises to feature on an upcoming episode of Destination WA.
The episode will primarily be based on the Swan River, and the varying attractions/destinations situated along it including the connection to Rottnest. This approach aligns with the Gateway strategic pillar given it will enable us to position Fremantle as a gateway to Rottnest and the Swan River.
Destination WA is broadcast weekly on Channel 9 on Sundays at 5.30pm. Typically it attracts 86,000 viewers in metro Perth and 48,000 regionally across WA per episode. The series is repeated Saturdays nationally on Channel 9 at midday attracting an additional 220,000–250,000 viewers.
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