The City of Fremantle Destination Marketing Strategic Plan is a four year strategic plan that outlines the overarching delivery and implementation plan for all destination marketing activity through seven strategic pillars:
- Brand
- Business tourism
- Gateway
- Visitor experience
- Events
- Growth
- Partnership and advocacy
The City, in partnership with the Destination Marketing Working Group, prepares an annual marketing plan to achieve these objectives.
Current campaigns
NEW, NEW, NEW was the City’s latest destination marketing campaign, highlighting the explosion of new businesses in Fremantle, and was in market from May through to June.
A series of ads and the hero video were shared online across social media, Urban List, YouTube, PerthNow, 7News.com.au as well as posters on the back of CAT buses in the Perth metro area.
NEW NEW NEW acts as a hook to entice consumers from the Perth metro area to visit Fremantle to find a whole load of new and rediscover what they love about Freo.
The campaign was developed and produced by Fremantle agency &Partners, with their commitment to using local talent extending all the way through to crew, post-production and catering.
A 30-second commercial highlighted the host of exciting new bars, restaurants, independent retailers, entertainment and arts venues that have recently emerged, with friendly staff singing “new, new, new”, a song composed and arranged by musical collaborators Panda Candy.
It's 100% Fremantle–a joyful invitation, with a dash of humour, conveying the message ‘If you think you know Freo and haven’t been lately, think again’. There’s a whole new Freo to explore.
The campaign sent traffic to visitfremantle.com.au where content educates consumer audiences about Fremantle’s NEW TASTES, NEW HANGS, NEW LOOKS. Discover what’s new at visitfremantle.com.au
CONTENT IS (STILL) KING
Digital content creates opportunities to reach new audiences and engage/convince existing audiences. 2023 brings plenty of opportunities for your business to be featured in Visit Fremantle's content. Here are some content ideas you could be part of.
EAT & DRINK
Fremantle’s hospitality is having a moment–let's keep talking about it and educating consumers! We need your help to build out content which showcases Freo’s fantastic food/beverage offerings and people. If this is your industry help us make you look even better to our audiences. Share content, info and assets to marketing@fremantle.wa.gov.au:
PUBLIC HOLIDAYS
Who’s open and what’s on? Consumers want to know this stuff so they can plan what to do with friends and family in our port city–let's make it easy for them! Tell us your trading hours over public holidays or long weekends, and share details of your events, so we can build your business' details into content for our consumer audiences.
Share details marketing@fremantle.wa.gov.au so we can promote you.
SPECIAL EVENTS
Are you planning something for one of these special events (or a different one)? let's tell everyone! Help us to build out the articles below with events, activities or special offers that are uniquely Freo.
Tell us all about your unique offering: marketing@fremantle.wa.gov.au.
SOCIAL MEDIA DAYS
Spotted a fun social media day that your business could add value to?– let's jump on that band wagon! Tell us if your business will introduce a new 'Freo' flavour for National Donut Day, give an exclusive behind the scenes distillery tour for World Gin Day... or something completely different. Give us a heads up about your idea–it could be something we could leverage from Visit Fremantle’s channels.
Email marketing@fremantle.wa.gov.au.
TOURISM WESTERN AUSTRALIA’S ‘WALKING ON A DREAM’
'Walking On A Dream' is Tourism Western Australia’s (TWA) new brand that will elevate the profile of Western Australia as a unique destination within a highly-competitive global marketplace.
It aligns well with Fremantle’s own brand pillars–Spirit, Soul, Sea–and provides Fremantle businesses with great opportunities to leverage this state level brand.
Read TWA’s Industry toolkit for ways to leverage the brand for your own marketing, collateral and branding. TWA's Brand style guide provides a more comprehensive dive into how to use the brand.
Opportunities for businesses to get involved in activations and marketing activity are presented at industry update sessions and the THIS IS BUSINESS e-newsletter.