Campaign captures the ‘new’ in Freo
Fremantle’s dramatic transformation is the focus of the City of Fremantle’s latest destination marketing campaign.
A genuine showcase of local talent, the campaign invites visitors to rediscover everything they love about Fremantle, with ‘a whole load of new’.
A 30-second commercial highlights the host of exciting new bars, restaurants, independent retailers, entertainment and arts venues that have emerged as part of the city’s recent revitalisation.
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.
Dozens of Freo business personalities – from restaurant chefs to performers, artisans to hotel staff – feature in the commercial, singing the ‘new, new, new’ theme which was composed and arranged by Panda Candy.
Mayor Hannah Fitzhardinge said the campaign captured the vibrant and lively feel around the city following the $270 million redevelopment of Walyalup Koort, and the new level of confidence in the city.
“We have such a strong and vibrant creative industry in Fremantle and who better to showcase the exciting new dining, retail and entertainment scene that has reinforced our city as a must-visit destination,” Mayor Fitzhardinge said.
“This campaign is particularly aimed at encouraging people who may not have been to Freo in some time to come back, and see what all the buzz is about.”
Rolling out this week across online formats and also on bus backs throughout the Perth CBD, the campaign is supported on visitfremantle.com.au where you can plan a full visitor experience.
“We want people to try ‘new’ tastes, from the refined simplicity of a Peggy’s sandwich, to Nieuw Ruin's daring and delicious tasting experience, and cocktails by Western Australia’s bartender of the year at Wild in the Street,” Mayor Fitzhardinge said.
“Our seven-day-a-week shopping experience includes innovative fashion, gifts and homewares. There’s fantastic new activities, like parasailing above the Indian Ocean, riding the historic streets of Freo on a rickshaw or throwing a bullseye at Flight Club.
“The message is, ‘If you think you know Freo and haven’t been lately, think again’. There’s a whole new Freo to explore.”
View the latest campaign at visitfremantle.com.au/discover-new.
- Creative agency: &Partners
- Media agency: Match & Wood
- Music composition: Panda Candy
- Composer: Ian Berney
- Composer: Glenn Sarangapany
- Director of photography: David Le May
- Editor: Steven Alyian
Image: Flaming Galah