The Destination Development Strategic Plan 2023 - 2027 is a four-year strategic plan that outlines the overarching delivery and implementation plan for all destination marketing and development activity through six strategic pillars:
- Brand & Marketing
- Business tourism
- Gateway
- Product & Experience
- Events & Activations
- Partnerships & Advocacy
Current campaigns
THIS IS FREMANTLE brand campaign
In typical Fremantle style, the City’s marketing team collaborated with local businesses, artists and promoters to create the narrative which has culminated in two hero destination videos in both 2-minute and 30 second formats.
There are also six 15-second vignettes that highlight different aspects of Fremantle’s diverse offering:
- From over the ocean: our connection to sea, a nod to the Freo Doctor
- Otherworldly spaces: a dive into the soul of Fremantle's arts and culture scene
- Colourful memories: Fremantle's family-friendly spirit
- Perth's old town: celebrating the unique retail offering amongst the heritage architecture, surrounded by river and ocean
- Local characters: a spotlight on Fremantle as a popular world-class food destination
- Cocktail in hand: cocktails on the sand at sunset, through to the unique nightlife
The campaign, which aired on Perth metropolitan television stations and digitally across WA targets young professionals and families and showcases Fremantle's rich heritage, vibrant arts scene, culinary delights and stunning coastal landscapes.
It celebrates the city's diversity, its welcoming community and the endless experiences that await visitors.
Fremantle Mayor Hannah Fitzhardinge said the campaign is an invitation for everyone to discover the heart and soul of the city.
"We've captured the essence of what makes Fremantle so special – the energy, the stories, the flavours – and we know it will inspire people to visit to our unique port city.
For full details on the campaign, links to download the campaign assets, and tips on how to leverage, be sure to download the Brand Business Toolkit which provides:
- A campaign summary
- Audience insights
- How to get involved
- How to leverage the campaign
- Business competition details
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.