City of Fremantle
Coastal Charm
The City of Fremantle has launched its new ‘50 Ways to Freo’ campaign to support local businesses and drive visitation, encouraging people to rediscover the city, particularly following the recent bridge closure.
‘50 Ways to Freo’ positions Fremantle as more than a place, it’s a verb, an action and a mindset. To ‘Freo’ is to immerse yourself in the city’s spirit: to explore, connect and experience everything that makes it unique.
The campaign celebrates Fremantle’s distinctive character and diversity, positioning the city as a destination defined by creativity, community and culture. Through short, evocative storytelling, it pairs iconic locations with local businesses and experiences, inviting people to discover the many ways to experience Freo.
The campaign plays a key role in supporting Fremantle’s local economy, helping ensure businesses remain visible, active and connected to audiences.
For full details on the campaign, links to download the campaign assets, and tips on how to leverage, be sure to download the Business Toolkit which provides:
‘50 Ways to Freo’ is a digital-first campaign delivered across Visit Fremantle and City of Fremantle corporate channels, supported by targeted paid media.
Freo isn’t just somewhere you visit; it’s something you do.
The campaign invites visitors to choose their own ‘way to Freo’ showcasing the breadth of experiences across the city. From a salty dip at Bathers Beach followed by a boutique treasure hunt through Fremantle’s streets, to honky tonk line dancing at 9pm or a South Terrace coffee run at 9am, every moment captures the energy of the city.
Visitors might embark on a day trip to Rottnest Island after picking up snorkel gear locally or take the stage at an open mic night. These experiences highlight the simple, authentic moments that define Fremantle.
Whether it’s morning, day or night, there’s always a way to Freo.
Find your way to Freo.
The campaign encourages people to explore new experiences, support local businesses and rediscover the city in their own way.
By combining brand and call to action, it conveys the essence of the ‘Freo Way’ authentic, vibrant and inclusive while inspiring meaningful connections with the destination.
The campaign utilises both 15-second and 30-second TV commercials, with the longer format prioritised in the initial phase to maximise reach, frequency and cut-through.
The campaign utilises both 15-seconds and 30-second TV commercials, with the longer format prioritised in the initial phase to maximise reach, frequency and cut-through.
The campaign is supported by a suite of creative and business-led content, including:
To coincide with the campaign launch, 50 Small Business Grant recipients will also roll out their own campaign activity, delivering locally produced content and targeted digital advertising to further drive engagement and visitation.
The campaign directs users to the 50 Ways to Freo landing page where they can explore curated experiences, discover itineraries, and plan how to spend their time in Fremantle.
Content is structured around five key experience pillars including local lifestyle, nature & outdoors, arts & culture, events & festivals, and heritage, which together highlight the depth and variety of Fremantle’s offering and reinforce its identity as a vibrant, multi-dimensional destination.
Together, these pillars reflect the diversity of Fremantle’s offering and reinforce its identity as a vibrant and engaging destination.
Our approach focuses on the high-value regional and Perth metro visitors who actively choose to spend on experiences that offer connection, quality, and a sense of place.
Rather than defining our audience purely by age, we prioritise those who are motivated by experience-led spending, seeking out food, markets, events, and shared moments with family and friends.
Within this, our core audience aligns strongly with:
