’50 Ways to Freo’ campaign launch

To “Freo” is to immerse yourself in the city’s spirit, to explore, to connect, and to experience all of its unique offerings. The campaign celebrates Fremantle’s distinctive character and diversity, positioning the city as a destination defined by creativity, community and culture, and inviting people to discover the many ways to experience it.

The campaign invites visitors to choose their own ‘way to Freo,’ showcasing the breadth of experiences on offer across the city, from a salty dip at Bathers Beach followed by a boutique treasure hunt through Fremantle’s streets, to honky tonk line dancing at 9pm or a South Terrace coffee run at 9am; from a day trip to Rottnest Island after picking up snorkel gear locally, to taking the stage at an open mic night.

Together, these moments highlight the simple, authentic experiences that define Fremantle. Whether it’s morning, day or night, there’s always a way to Freo.

Through authentic, vibrant and inclusive storytelling, the campaign showcases experiences that are uniquely Fremantle. It’s designed to drive engagement and visitation by highlighting the city’s personality through accessible and compelling content, while guiding how future marketing initiatives supported through the City’s grants programs are shaped.

City Business Director, Matthew Hammond, said the campaign and grants program are focused on maintaining momentum and ensuring Fremantle remains front of mind for visitors.

“Fremantle remains a vibrant destination, with so much to see and do. The ’50 Ways to Freo’ campaign captures the spirit of the city and invites people to experience it in new and different ways, while our grants program supports businesses to continue attracting and engaging visitors,” Mr Hammond said.

The campaign launched across regional television on 2 June, supported by digital activity across the Perth metro area, targets Fremantle’s most engaged visitor audiences. Viewers are directed to the Visit Fremantle website, where they can choose their own ’50 Ways to Freo’ journey, whether they’re seeking festivals, family experiences, rich history or outdoor adventure, and mix and match options to discover moments that spark their curiosity and make Fremantle truly memorable.

To coincide with the campaign launch, 50 Small Business Grant recipients will also go live with their own campaign activity, delivering locally produced content or targeted Meta advertising to further drive engagement and visitation.

As part of a broader effort to encourage people to pick their own way to Freo, the City is continuing its Small Business Grants Program, supporting businesses to activate their audiences and bring visitors through their doors.

A second round of grants supported by Fremantle Chamber of Commerce opened on 2 June, with 50 additional $2,000 grants available to support small businesses across Fremantle.

To find your Freo way head to visitfremantle.com.au