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

Useful links

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

#freofoodie winter hospitality campaign kicks off

The #freofoodie winter hospitality campaign has kicked off this week with radio commercials commencing on NOVA 93.7 FM, social media advertising and Google display campaign to consumers in the Perth metro area. The campaign centres around a #freofoodie competition with consumers encouraged to wine and dine in Fremantle through August for a chance to win one of ten $500 #freofoodie eftpos cards. Businesses that have registered to be part of the campaign have received a suite of marketing collateral including A3 posters, A5 point of sale flyers and access to campaign video and photography to use on their own social media channels, website and newsletters. It’s not too late for Fremantle hospitality businesses to register, all you need to do is email marketing@fremantle.wa.gov.au or contact Wendy on 9432 9947. To view the #freofoodie campaign page go the Visit Fremantle website

Qantas Inflight Magazine 

The July edition of Qantas Inflight Magazine incorporates a full page Fremantle arts & culture editorial feature. This will be on all Qantas flights during July and features Fremantle Festival: 10 Nights in Port and Hidden Treasures, with the aim being to motivate visitors already planning a trip to WA to come to Fremantle. The piece also promotes the upcoming arts & cultural events including Fremantle Biennale, Fremantle Arts Centre Print Award and Sculptures @ Bathers.

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.

https://www.experienceperth.com/page/destination-perth-holiday-planner

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.

Winter tactical campaign for hospitality businesses

Attention Fremantle hospitality businesses!! Our winter hospitality campaign in now underway! It's not too late to get involved - all Fremantle restaurants, cafés, bars and pubs are invited to be part of the 2019 winter campaign. The campaign centres around a competition which encourages consumers to spend $20 or more in your business during the month of August to enter a weekly draw of two $500 cash prizes throughout August. The campaign will be promoted during the drive radio show on NOVA 93.7 FM, on social media and Google Adwords. Other elements of the campaign include foodie video’s and photography, social and digital advertising, a Fremantle foodie map and competition flyers and posters for businesses to display.

To register for this campaign or for more information email marketing@fremantle.wa.gov.au or contact our team on 9432 9947.

Biennale advertising campaign

The next major destination marketing campaign will leverage the potential for the 2019 Fremantle Biennale program to bring significant numbers of visitors to Fremantle from 1-24 November. In addition to a major paid advertising program the campaign will incorporate some tactical elements in partnership with local businesses.

The City of Fremantle will be putting together a special competition for consumers to win one of four weekend prize packages in Fremantle during biennale. The City is seeking expressions of interest from accommodation providers, tourism attractions and restaurant owners to contribute overnight stays, entry to attractions and meals (breakfast, lunch or dinner) that will form the tactical component of the campaign.

Fremantle Biennale will also provide complimentary entry to selected ticketed events over each of these weekends as part of the prize package.

Businesses contributing prizes will receive mentions on social media posts, the campaign landing page on visitfremantle.com.au and in the THIS IS FREMANTLE consumer newsletter.

Please email marketing@fremantle.wa.gov.au outlining your interest by 16 August.

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:

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

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 atdw@westernaustralia.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.

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
E: marketing@fremantle.wa.gov.au
T: 08 9432 9999
TTY: 08 9432 9777