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

2019 Christmas campaign

Planning for the major Christmas campaign driving retail spend in Fremantle is well underway. This year’s campaign builds on the successes of both the 2018 Christmas campaign as well as the campaigns we have run throughout the year.

The 2019 Christmas campaign includes:

  • Major digital / social media activity utilising a Christmas themed video and photography. Activity will target shoppers in the Perth metropolitan area to promote the Fremantle shopping experience and the competition.
  • Professional Christmas video promoting Fremantle products and experiences with guest appearances from local influencers / celebrities.
  • Professional flat lay photographs of Fremantle product in five categories; for her, for him, gifts under $50, secret Santa and top 10 Fremantle gifts.
  • $5,000 Christmas cash giveaway competition with money to be spent in Fremantle business.
  • A digital shopping map promoting key precincts for shopping, places to eat and drink and where to find parking.
  • A dedicated campaign landing page on to host campaign content including the #shopfreo map and details of the competition.

If you would like to speak with one of the marketing team about this campaign you’re welcome to contact Wendy O’Shaughnessy on 9432 9947 or Jessica Harford on 9432 9857.

Fremantle Biennale 1-24 November

Thousands of visitors are expected to head to Fremantle to experience the 20 free and ticketed events that will make up the 2019 Fremantle Biennale. Throughout November, don't miss out on this large-scale series of installations that will spread throughout the city and take over venues, streetscapes and local landmarks with creative performance, light installation, photography, audiovisual and dance. The headline artwork is Waterlicht by dutch artist Studio Roosegaarde which is taking place at Esplanade Reserve from 1–3 November from 7 pm each night. It will be an incredible free event suitable for all ages. 'Waterlicht' is larger-than-life; cascading waves of blue light that will soar in the middle of Esplanade Park, simulating an experience akin to being under the ocean. A soundscape will accompany the Waterlicht, including local stories about Fremantle's waterfront by traditional custodians, prominent civic figures, historians, artists and community members. For more information about Fremantle Biennale visit think link.

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):

MICENETthe City has contributed over 55% of the cost for a four page special feature in the October edition of MICENET with the remaining cost paid by eight tourism businesses. The feature is part of a larger Western Australian piece to showcase Fremantle as a destination for MICE business. Distribution of the magazine includes at the Professional Conference Organisers Association Conference, Qantas Business Class lounges around Australia and Virgin Australia Sydney Business lounge. An eMag version will go out during October/November to 14,441 subscribers.

DreamtimeThe City of Fremantle has been accepted to represent the destination at Dreamtime Perth from 2-3 December 2019. Held every two years in a different Australian destination, the Dreamtime program consists of business to business sessions between Australian industry (sellers) and international incentive agents (buyers). The event aims to secure approximately 120 qualified international business events decision makers (buyers) and international trade media from ten key markets.

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.

Fremantle Biennale 

Over 40 business representatives attended this month’s industry update at the City of Fremantle to hear Tom Mueller, Fremantle Biennale Artistic Director and Co-Founder talk in more detail about the events and artworks that will make up this year’s program including the spectacular Waterlicht

Throughout November we expect thousands of visitors to head to Fremantle to experience the Biennale. We encourage all Fremantle businesses to support the campaign and have put together some ideas for you:

  • Set up window displays using the blue and black of the Biennale theme
  • Tell your staff and customers about the event
  • Support the night time program by leaving a light on at night
  • Change up your lighting to blue for the month of November

Christmas campaign

Christmas themed video
The Christmas video will have a strong emotional and visual appeal to generate engagement with shoppers in the lead up to Christmas. The video will feature retail product and highlight iconic locations in Fremantle in a light-hearted Fremantle Christmas video. The City will be reaching out to engage influencers and celebrities with a love of Fremantle for guest appearances throughout the video. As this kind of activity often relies on personal contacts and relationships we are seeking help from Fremantle business owners. If you know a local influencer or celebrity who might be interested in participating in the Christmas shopping video please contact Wendy O’Shaughnessy on 9432 9947.

Professional flay lay photography
To build awareness of the beautiful retail product available in Fremantle shops our campaign photographer will produce five Christmas flat lays for the digital and social component of the campaign. The five themes will be; for him, for her, under $50, secret Santa and top ten Freo. If you have a product you would like to be considered for one of these flat lays please email

$5000 Christmas cash giveaway competition
The #shopfreo Christmas competition encourages shoppers to spend $20 in a participating business to enter for a chance to win $500 to spend at the store. Two winners are drawn each week in the 5 five weeks leading up to Christmas. In 2018, 87 businesses registered to be part of the competition and the City of Fremantle gave away $5,000 worth of prizes to ten Christmas shoppers. All ten prizes were spent in the business where the winning purchase was made. To register to be a participating business email

Call out for Christmas and New Year’s Eve events
Planning a Christmas shopping event, market, concert or New Year’s event in Fremantle? In addition to the Christmas campaign we are planning to leverage strong interest in Christmas events for a special Christmas blog to be published on the website in November. The content will also be provided to Destination Perth for their seasonal Christmas activity. Please send details to by Friday 25 October.

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