Destination Marketing

New governance and funding models

In April 2018 Council approved the new governance and funding model for Fremantle destination marketing.

The new funding model will utilise the City’s existing destination marketing budget and the City Centre Differential Rate for the purpose of destination marketing.

The new governance model will see the immediate establishment of a Destination Marketing Working Group (DMWG). The purpose of the group is to develop, for council’s consideration, a destination marketing plan that supports all businesses-to-customer industries in Fremantle including retail, hospitality, professional services and traditional tourism attractions.

The group will provide advice and / or recommendations to Council on:

  1. The overall strategic marketing approach, including different stages over next four years.
  2. The ‘brand values’ and ‘unique selling points’ of Fremantle within the context of global customer trends, disruptions to major industries such as retail, and the economic development aspirations of Fremantle.
  3. How to achieve ongoing business community engagement in marketing activities.
  4. Appointment of a marketing agency and / or marketing contractors, via a normal City procurement process, to deliver destination marketing services.
  5. Sponsorship of existing and new private events and grass roots business activation projects.

Terms of reference for the group outline the purpose, outcomes and KPIs, formation and role of the group.

Mayor with Linda WaymanDestination 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 Fremantle BID 
  • Olwyn Williams - CEO Fremantle Chamber of Commerce
  • Abby McDowell - Marketing Manager Esplanade Hotel Fremantle by Rydges
  • Chris Lewis - Director Fremantle Press
  • Paula Nelson - Director Fremantle Prison
  • Kate Hulett - local business owner and MANY projects manager

The working group will develop for the Fremantle Council's consideration a destination marketing plan that supports all business-to-customer industries in Fremantle including retail, hospitality, professional services and traditional tourism attractions. It will also advise the council on its overall strategic marketing approach, sponsorship and events and business activation projects.

View the media release here.

Useful links

Place marketing program - current activities

June Familiarisation tours

The City is hosting two familiarisation tours in early June in partnership with Perth Convention Bureau. Both famils are a result of a collaboration with Singapore Airlines (China) bringing MICE focused media and agents to Perth. The famils will involve site visits and a tour of some attractions to showcase Fremantle to the Chinese market.

Winterworld Fremantle

Australia’s largest ice rink returns to Fremantle’s Esplanade Reserve from Saturday 23 June to Sunday 15 July. The rink will be located in the car park next to the Esplanade Youth Plaza.  The City of Fremantle is working with event organisers and Fremantle BID to provide a very Fremantle winter experience on the reserve and promote the event to encourage visitor dispersal throughout the city particularly over the school holiday period.

Get involved - Fremantle school holiday promotions

Is your leisure activity business planning any school holiday activities? Would you like to offer a special deal to attract families during the school holidays? All you need to do is add an event listing to the Fremantle story website under the school holiday category to be part of our digital this campaign.

A digital campaign including Facebook and Google Adwords will commence mid June to promote all school holiday listings on Fremantle story.

Cappuccino Strip bannersFlags and banners down for winter

The City will be removing the banners along Market Street, South Terrace to Wray Avenue along with flags at Marine Terrace, Queen Street and Phillimore Street over the next week. High winds over winter months greatly increase the risk of the Fremantle story banners and flags being damaged or coming away from fixings. The banners and flags will be reinstated, pending weather forecasts in September / October.

SE Asia roadshow

The City of Fremantle is representing Fremantle as a destination for meetings, incentive groups, conferences and events at a South East Asia travel roadshow organised by Perth Convention Bureau from 8-13 July. The key objective for this travel mission is to attract more incentive groups in the short term and generate qualified leads for conferences, meetings and events for Fremantle businesses in the longer term.

Quest FremantleWinter vacation in Fremantle campaign 

An international digital marketing campaign targeting consumers in Singapore and Malaysia will commence in June. The campaign aims to promote Fremantle as a destination for a winter vacation with festivals, school holiday activities and special offers from Fremantle hotels.  The campaign runs from 1 June to 31 August and is being promoted through a Facebook advertising campaign and eDM to Destination Perth’s non WA consumer database. The campaign is managed by Destination Perth and City of Fremantle.

Place marketing program - update

The place marketing program will continue until at least the end of this financial year while the new destination marketing working group is appointed. The group will advise which activities should continue during a caretaker period between July to September while the new four year marketing plan for Fremantle is developed.

Listings on Fremantle story website

Registering as a new user
Claiming an existing listing
Editing a business listing
Adding a business listing
Adding an event listing

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

2017/18 reports
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

2016/17 reports
Quarterly report: Place Marketing October-December 2016
Quarterly report: Place Marketing July-Sept 2016
Place marketing update Apr-May 2016
Place marketing update Feb-Mar 2016
Place marketing update Dec-Jan 2016

2015/16 reports
Place marketing update Oct-Nov 2015
Place marketing update Aug-Sept 2015

Get on board toolkit 
Fremantle story business branding guidelines
Fremantle Visitor Centre advertising prospectus 2017/18
Fremantle Strategic Marketing Plan 2014-2017

Useful links

Tourism WA
Experience Perth
Fremantle Tourism Association
Fremantle BID

Contact us

City of Fremantle Economic Development & Marketing
E: marketing@fremantle.wa.gov.au
T: 08 9432 9999
TTY: 08 9432 9777