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 fremantlestory.com.au 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 Business Toolkit. The toolkit also includes information on how you can advertise through the Fremantle Visitor Centre.
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 will be commencing 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.
School holiday program - September school holidays
2 000 copies of a printed school holiday program were printed for the July school holidays. 1 200 were distributed to families at the Winterworld event. There were 8 816 unique page views for school holiday listings between 1 and 16 July and 1 967 of the program downloaded. The next school holidays commence 22 September. To be included in the print edition listings must be published by 21 August. See Listings on Fremantle story for instructions on how to add a school holiday listing.
Social media, advertising campaigns and e-newsletters
Add a free listing* on fremantlestory.com.au 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.
Destination marketing update
Two major advertising campaigns are scheduled for this financial year to further build awareness of Fremantle to key target markets.The first will be Transperth train interior signage in September and again in January to promote school holiday activities in Fremantle. The second campaign is digital signage at Perth International Airport arrivals terminal commencing in October, running through to December and again from February to April and will promote Fremantle as a destination to passengers.
Representatives from the City’s place marketing team and visitor centre attended the WA Cruise Exchange event on Thursday 27 July at Crown Towers. They met with cruise executives from around Australia in a series of business to business sessions to promote Fremantle and the visitor servicing for cruise ships provided by the City. The event was coordinated by regional tourism organisation Experience Perth.
Quarterly report: Place Marketing January-March 2017
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
Place marketing update Oct-Nov 2015
Place marketing update Aug-Sept 2015
Fremantle story business branding guidelines
Fremantle Visitor Centre advertising prospectus 2017/18
Fremantle Strategic Marketing Plan 2014-2017
City of Fremantle Economic Development & Marketing
T: 08 9432 9999
TTY: 08 9432 9777