Place marketing

The City of Fremantle’s place marketing team coordinate the marketing of Fremantle as a destination through the implementation of the Fremantle Strategic Marketing Plan 2014-2017 to identified target markets.

The plan aims to build awareness of the Fremantle offering, improve perception of that offering and convert consumers to come to Fremantle for an experience.

The anchor for this project is website. It is a consumer website that articulates the aspirational Fremantle product and brand through five leisure activity categories; arts & culture, eat & drink, see & do, events & festivals and shopping. Recent additions to the website include Explore Fremantle interactive maps and Fremantle story blog.

The website is the content hub for the place marketing team to curate content to share through Fremantle story social media accounts (Facebook, Instagram and Twitter) , e newsletters, advertising campaigns, the Fremantle story quarterly magazine, school holiday program and editorial content for other agencies including Experience Perth and Tourism Western Australia.

If your business fits within one of these five categories the website presents excellent opportunities to promote your business. The website is fully responsive and automatically adjusts for access by tablets and smart phones allowing users to look up specific events and business listings while they are in Fremantle.

To find out how you can leverage the City's place marketing read our get on board toolkit.

Current marketing activities 

Snap, tag and win - #freowishlist competition

A campaign to encourage customers to shop in Fremantle, is being promoted on Nova 93.7, in local newspapers and through a digital campaign to Perth metropolitan area in the lead up to Christmas.

To enter shoppers must come to Fremantle and take a photo of what they want for Christmas, upload it to Instagram, tag @fremantlestory, #freowishlist and #the name of the shop where the product is.

Two prizes will be drawn each Friday up to 22 December. Winners receive the product that they photographed up to the value of $500, if the product value is less the winner can choose product from any Fremantle shop to bring the value of their prize to $500. A Fremantle story team member will pay for the purchase via credit card to ensure the money is spent in Fremantle. We encourage businesses to promote the competition to their customers.

Transperth train interiors campaign

Fremantle. Be part of the story are currently running a Transperth train interiors campaign. This campaign is running from 4 September - 15 October 2017 and from 25 December - 21 January 2018.

The objective of the campaign is to increase visitor numbers by showing them the unique offerings in Fremantle. This campaign is targeted to work place and leisure commuters aged 18–60 years living near or on the train corridor.

There are 12 variations of posters using vibrant, clean images with one key message and a call to action of subscribe to our e-news. 

Click here to see a selection of the posters.

Perth International Airport digital campaign 

Fremantle. Be part of the story will be running a campaign at Perth International Airport  from 2 October - 31 December 2017 and from 5 February - 6 May 2018.

The objective of the campaign is to increase visitor numbers by showing them the unique offerings in Fremantle.

There will be 3x15 second videos shown on the screens at airside arrivals and the baggage claim carousel.

Advertising campaign - Fremantle Herald

Results of the Fremantle story consumer survey carried out in March this year indicated that local or community newspaper advertising was one of three top sources of information when deciding where to go and what to do. Based on these results the City has commenced a Fremantle story branded ‘what’s on’ column on page two of the Fremantle Herald each fortnight. Distribution will include Fremantle and surrounding areas of East Fremantle, Melville and Cockburn. To be considered for inclusion in the column businesses should ensure their event is listed on the Fremantle story website. See Listings on Fremantle story for instructions on how to add an event listing. The first column was published on 12 August and is published each following fortnight.

Social media, advertising campaigns and e-newsletters

Add a free listing* on and you could have your business featured on Fremantle story social media channels (60,000+ followers), advertising campaigns and monthly e-newsletters. See Listings on Fremantle story for instructions on how to claim an existing listing, update a listing or add an event.

Engage with Fremantle story on Facebook, Twitter or Instagram by @mentioning our social pages (by typing @Fremantlestory). 

Make sure your images are up to date with new products or events to be considered for these campaigns.

 (* Leisure activity businesses)

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

Useful documents

2017/18 reports
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
T: 08 9432 9999
TTY: 08 9432 9777