Destination marketing

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.

Fremantle Destination Marketing Working Group

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)
  • Paula Nelson - Director Fremantle Prison
  • Kate Hulett - local business owner and MANY projects manager

Useful links


The City of Fremantle 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 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 is being 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

Fremantle Dockers AFLW home games at Fremantle Oval 

The City of Fremantle will be running a variety of initiatives at Fremantle Oval during AFLW Dockers home games. The games will be broadcast nationally via TV. There are a number of opportunities to sponsor this event via some advertising space that has been made available at Fremantle Oval during the games. Advertising linked to these events presents significant opportunity for suitable organisations to grow their brand and marketing reach throughout Fremantle, broader Perth, the state, and the rest of Australia.

The strategic benefits associated with this opportunity include:

  • The opportunity to link your organisation to a set of highly visible and recognised national brands, including the AFL, AFLW and Fremantle Dockers
  • Exposure of your organisation to a large family based community with high participation in sports and recreation
  • Linkage of your organisation to the enriching and positive experiences people have at the venue on AFLW game days
  • An effective platform for experiential marketing and sampling opportunities

For further details on the opportunity including pricing download the AFLW Fremantle Oval Advertising Prospectus 2020 here.

Contact Caroline Baird, Economic Development Officer at if you would like further information.

Business tourism activity

Business tourism is a strategic pillar in the Fremantle Destination Marketing Strategic Plan 2018-2010. The City has undertaken and committed to several projects in recent months to attract more investment and MICE business (meetings, incentives, conferences and exhibitions):

AIME 2020–The City of Fremantle has been accepted to join Perth Convention Bureau’s Western Australian contingent at AIME 2020 held in Melbourne in February next year. The Asia Pacific Incentives Meetings Event, AIME, is the leading trade event for the meetings and event industry in the Asia Pacific region.

How your business can get involved in destination marketing campaigns

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.

Promoting your event online

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:

  1. (register at ATDW
  2. Destination Perth
  3. Oztix
  4. Fremantle Community Directory
  5. Moshtix
  6. Trybooking
  7. Eventfinda

Promote you 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 (and affiliated websites such as 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 .

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.

Useful documents

How to engage - THIS IS FREMANTLE brand

2017/18 reports

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

Useful links

Tourism WA
Destination Perth
Perth Convention Bureau
Fremantle Tourism Association

Contact us

City of Fremantle Economic Development & Marketing
T: 08 9432 9999
TTY: 08 9432 9777

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