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)
- Olwyn Williams - 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
Interim marketing activities
The City will continue to deliver “business as usual” marketing activity until we transition to a new brand identity, expected to be revealed by the Destination Marketing Working Group in April.
- Fremantlestory.com.au will be maintained until we are ready to launch a new website.
- Social media and search engine marketing advertising will continue with targeted adverts to audiences in the Perth metro area.
- Continue to send out monthly e newsletter and school holiday e newsletter.
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 firstname.lastname@example.org .
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