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:
- Business tourism
- Visitor experience
- Partnership and advocacy
The City in partnership with the Destination Marketing Working Group prepares an annual marketing plan to achieve these objectives.
Current and upcoming marketing activity, as at February 2021, includes:
- Development of Fremantle Holiday Planner
Despite the significant ongoing impacts of the pandemic, 2020 was still a massive year with huge achievements for the City’s destination marketing team and the Destination Marketing Working Group.
We’ve put together a ‘Year in Review’ document to give you a run down on what we got up to and the results we achieved, particularly in attracting visitors from the Perth metropolitan area during COVID-19 border restrictions. Click here to download ‘Destination Marketing - 2020 Year in Review’.
January school holiday activation
After the success of school holiday campaigns run throughout 2020 including Dinosaurs Come Alive, LEGO Adventure Trail and the Superhero Secret Mission Trail, the team behind THIS IS FREMANTLE launched a free Time Travel Adventure Trail in January. This activation aimed to bring families to Fremantle and was designed for children aged 4 - 12. The trail will include some of Fremantle's major historical attractions - Fremantle Prison, Round House and WA Maritime Museum.
The City’s Christmas campaign aimed to drive retail spend in Fremantle in the lead up to Christmas by connecting shoppers with the unique retail product in Fremantle stores, promoting Christmas shopping whilst enjoying other experiences on offer and reconnecting shoppers with the iconic experiences in Fremantle.
This campaign focused largely on a mass advertising approach supported by organic activity through the THIS IS FREMANTLE and Fremantle businesses channels.
The move away from the format applied for the previous two Christmas campaigns is based on analysis of campaign data and the best opportunity to reach and motivate consumers in the current shopping climate. A volatile advertising environment due to COVID-19 has resulted in increased opportunities to advertise on commercial TV and catch up TV. As a result, the Christmas campaign included:
- A two station buy between Ch9 and Ch10 (total of 207 spots) commencing 8/11 through to wk beg 6 /12 to leverage the peak Christmas purchasing cycle commencing in early November.
- Additional editorial support through Weather segments on each channel.
- Have an estimated to reach nearly 728,237 people within target audience of people 25+ in the Perth metropolitan market.
- Aired on SBS online in WA commencing wk beg 1/11 through to wk beg 20/12 with an estimated 66,667 impressions.
- Social media campaign commencing wk beg 1/11 through to wk beg 20/12 with an estimated 400,000 impressions across Facebook/Instagram and 345,000 impressions across YouTube.
Kris Myhre and Mel Smith from Silversquid Productions are producing the 15 second commercial which highlights Santa Claus visiting and Christmas shopping at retail stores in the city centre.
Partnership and VIP famil program
The City is coordinating a program of VIP familiarisation tours (famil) for key industry and stakeholder groups as part of our strategy to showcase Fremantle’s revitalisation and enable these key influencers to experience Fremantle product. Following on from a visit by the board and executive of Tourism Western Australia in October, the City hosted a famil with the team from Business Events Perth on Thursday 3 December. Business Events Perth work in the business tourism sector and focus on bringing meetings, incentive groups, conferences and event business to Perth. Prior to COVID-19 they worked extensively with national and international business.
As part of the destination marketing strategy the City of Fremantle attended a virtual version of Tourism Australia’s UK & Europe Marketplace event held from 10-12 November 2020. The event provided an opportunity for the City of Fremantle to establish business relationships with key qualified travel agencies and tour operators from across UK & Europe in a series of 1:1 business appointments. While there is no international travel possible due to COVID-19, it is critical the destination marketing program continues to ready for when borders reopen and flights resume.
August campaign results
The objective of the August campaign was to raise awareness of Fremantle and to re-invite people to visit Fremantle again as COVID-19 restrictions eased. It was also an opportunity to take advantage of some extremely competitive advertising rates on commercial TV. The campaign commenced mid August and ran through to mid September reaching 784,519 people in the 25+ age group with an average frequency of 4.63. Ads appeared in key programming such as Nine News, Ten News First, The Bachelor Australia, The Block, A Current Affair and The Project. More than 44,000 people watched the video on SBS through to the end.
Opportunities for businesses to get involved in activations and marketing activity are presented at industry update sessions and the THIS IS BUSINESS e-newsletter.