Freo's View

YOU ARE HERE-BUT ARE WE THERE YET?

 

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I went to have a look at Fremantle’s new branding along the Cappuccino Strip this morning and like I said in my previous blog post I am less than impressed with it.

THIS IS FREMANTLE might as well have been replaced with YOU ARE HERE, since that has been successfully used for decades in national parks and cities around the world.

I acknowledge that shit happens and that only recently a plane flew from London to Edinburgh instead of its Dusseldorf destination, but that is rare.

I doubt very many visitors to Fremantle will be surprised to learn that they are in Fremantle, and not in Bratislava or Margaret River, so what the hell is going on spending $ 300.000 on a campaign that does the contrary to what the Mayor and the media release say?

This is NOT “a bold new marketing campaign” and the new brand DOES NOT “highlight Fremantle’s vibrancy and culture.”

It’s more like being on the train where the voice says at every stop this is Daglish, this is Subiaco, etc.

This Is Fremantle, but Are We There Yet? Not by a long stretch as far as the marketing of our delightful city is concerned. I am so very deeply disappointed that I am disgusted!

Roel Loopers

and here the two-minute video, which I do like. It is the 30 second promos I have got an issue with, and the uninspiring banners around the city.

https://cofremantle.wordpress.com/2019/04/05/this-is-fremantle-video/

 

NO SHOPPING WEST OF THE FREO RAILWAY LINE?

Freo map

 

For the City of Fremantle’s marketing department the shopping experience in our city clearly does not extend west of the railway line, why else would they have excluded important galleries at Arthur’s Head, an area the Council claims it wants to activate, albeit with a tavern though.

Why is there no icon next to the Roundhouse for the Glen Cowans Photo Gallery which is #2 on Trip Advisor, and why no icon at Bathers Beach for Kidogo Arthouse?

Also excluded are the galleries at J Shed and the David Giles gallery up at Captain’s Lane.

When the City of Fremantle last created a tourist map it left out Fremantle Prison, which is one of the most popular tourist destinations. They printed so many of them that we still have to hand them out at the Roundhouse, where very many of our visitors ask for directions to…. you guessed it!…. Fremantle Prison.

It is really not fair, City of Fremantle, that you deliberately disadvantage some traders in our city!

Roel Loopers

SPIRIT, SOUL AND SEA FREO DESTINATION MARKETING

Posted in advertising, city of fremantle, local government, tourism, Uncategorized by freoview on October 29, 2018

 

The secret of Fremantle’s new Destination Marketing is out, after there were confidential attachments the public could not read at the recent council meeting about it. So this below from the City of Fremantle. It’s a bit long but I did not want to edit it:

Spirit, Soul and Sea have been identified as the values that capture the essence of Freo in a new marketing plan adopted by Fremantle Council.

The Destination Marketing Strategic Plan 2018-22 was developed by the City of Fremantle’s Destination Marketing Working Group, which was established in May as part of a revamp of the City’s promotional and marketing activities.

Fremantle Mayor Brad Pettitt said a key element of the plan was to develop a brand that reflected the unique character that gave Fremantle a competitive advantage over other destinations.

“People who live in Freo understand what makes it such a special place, and this strategy seeks to define and promote those unique qualities to a wider audience,” Mayor Pettitt said.

“Fremantle is seen as a city that is vibrant, lively, fun, colourful, quirky, gritty and relaxed.

“Spirit relates to Fremantle’s vibrancy, liveliness, colour and fun. Soul captures our arts and culture, heritage and live music, while Sea reflects our beaches, maritime history, the port and unique coastal precincts like Bathers Beach and Fishing Boat Harbour.”

The Destination Marketing Working Group is comprised of local tourism, retail and business experts and chaired by the former general manager of Southern Cross Media, and current Tourism Western Australia Board Member Linda Wayman.

Ms Wayman said the plan identified a number of marketing opportunities for Fremantle to capitalise on, including a focus on refreshing Fremantle’s current brand identity.

“Fremantle has diverse assets and product, like Fremantle Prison, the maritime museum and the Fremantle Markets, as well as interesting and different locals,” Ms Wayman said.

“Together they contribute to Fremantle’s brand identity. It’s important to focus on those unique aspects and present a compelling narrative for Fremantle as a destination. 

“The group believes there is a significant opportunity for Fremantle to better leverage leisure tourism, business tourism, major events and cruise ships.

“The completion of Elizabeth Quay and Perth Stadium provides the opportunity to position Fremantle as a gateway to the Swan River, Rottnest Island and to those travelling to Western Australia via cruise ships.

“The rapid growth in the number of hotel rooms available in Fremantle also opens up the ability for Fremantle to attract more high-yielding business events and conferences.

“Plus there are things like the fact that Fremantle is also the only place in Perth, and one of the few places in WA, where people can legally have a glass of wine on the beach and watch the sunset, so that’s something special we can take advantage of.”

The destination marketing plan also identifies Aboriginal cultural experiences and marine tourism as emerging markets.

It also makes recommendations on how to improve the experience of visitors to Fremantle and develop stronger partnerships with organisations like Tourism WA, Destination Perth and the Perth Convention Bureau.

To view the City’s Destination Marketing Strategic Plan visit the Destination Marketing page on the City of Fremantle website.   

FREMANTLE’S SECRET DESTINATION MARKETING

Posted in advertising, city of fremantle, hospitality, local government, retail, tourism, Uncategorized by freoview on October 8, 2018

 

The purpose of this report is to present to Council the City of Fremantle Destination Marketing Strategic Plan 2019 – 2020 and seek the adoption of the plan and associated 2018/19 Annual Implementation Plan. The Strategy has been developed by the Destination Marketing Working Group (DMWG) in line with the DMWG Terms of Reference (TOR). This report recommends that Council adopt the strategic plan and the annual implementation plan.

When the FPOL Committee of Fremantle Council on Wednesday deals with the agenda item above the public will be none the wiser about what the new Fremantle Destination Marketing strategy will be, since council has made the report confidential. Why?!

The City of Fremantle established a committee of marketing experts to advise council on what the destination marketing priorities and ideas should be, but the community and ratepayers are not to know the outcome of those deliberations? Why not? What can possibly be secret about this process that should be open and transparent. After all, it is paid for by Fremantle traders, who pay an additional deferential rate, that was supposed to be for BID, but Council abandoned that.

So please, Fremantle Council, make the Destination Marketing attachments of the FPOL meeting available to the public.

Roel Loopers

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SIMPLY GAS OR JUST HOT AIR?

Posted in advertising, city of fremantle, energy, Uncategorized by freoview on August 27, 2018

 

simpleton

 

Hi Simply Energy!

If is not clever to engage an Easter States advertising agency, because they don’t know how parochial we are here in the Wild West.

A Hi Perth! billboard next to the Fremantle railway station is not a brilliant idea my friends. Freo is not Perth! ; >)

Roel Loopers

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SUPPORTING A MATE-NO PAID ADS

Posted in advertising, blog, city of fremantle, social media, Uncategorized by freoview on July 22, 2018

 

Henty's

 

In case you wonder seeing this advertisement on the bottom of my blog posts, it is unpaid promotion for my good mate Henty, who has supported me a lot over the last few years.

I have resisted paid ads on this blog to make sure no one can question the integrity. I can’t be bought. ; >)

Roel Loopers

FREMANTLE LOOKING FOR THEIR UPHILL DESTINATION

 

From the City of Fremantle:

Nominate now to lead the new City of Fremantle Destination Marketing Working Group, and help shape the future of tourism and visitor attraction in the Port City.

Following council’s recent approval of a new governance and funding model for Fremantle destination marketing, nominations are being sought for a chairperson, and members, of the working group.

The group will develop for council’s consideration a destination marketing plan that supports all business-to-customer industries in Fremantle including retail, hospitality, professional services and traditional tourism attractions.

“The focus will be on the long-term strategic marketing of Freo as a shopping and entertainment destination as well as day-to-day support and interaction with our local traders,” Fremantle Mayor Brad Pettitt said.

The group will include the current chair of Fremantle BID, marketing experts and local business representatives. It will advise council on its overall strategic marketing approach, sponsorship and events and business activitation projects.

The chairperson must have suitable qualifications and/or experience in marketing. The successful candidate will be eligible to receive an allowance determined by the City’s Chief Executive Officer.

For further details, including the group’s terms of reference, visit the City’s website.

Nominations close at 5.00 pm Tuesday 8 May 2018

They should really just emulate my blog for their destination marketing, but why keep things simple when they can be made complicated. Only joking. I am not THAT up myself! ; >)

 

Roel Loopers

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AERIAL SOLAR MARKETING FOR FREMANTLE

Posted in advertising, city of fremantle, flying, local government, tourism, Uncategorized by freoview on April 16, 2018

 

solar farm image

 

It might be a bit left field and out of the box, but if/when Fremantle gets its Solar Farm on the former South Fremantle tip site, could we ask the proponents to create the word FREMANTLE with the solar panels so that there is a bit of marketing for those who fly over our city.

In China there is a solar farm that looks like a panda from the air, so why not follow that lead?

Roel Loopers

FREMANTLE BID FUTURE IN DOUBT

Posted in advertising, bid, city of fremantle, economy, local government, retail, Uncategorized by freoview on April 11, 2018

 

The FPOL Committee of Fremantle Council will consider tonight the City’s future role in delivering destination marketing also known as the ‘place marketing’ service. Some of the reasons for it are :

The service aims to support the viability of the Fremantle business community by improving awareness of the overall Fremantle offering to visitors, improving perception of the overall Fremantle offering to visitors, and ultimately increasing visitation to Fremantle to provide opportunities for local businesses to capture expenditure.

The service encompasses the marketing of all business-to-customer or population-driven industries including (but not limited to) retail, hospitality, professional services and traditional tourism attractions.

Combining the City’s destination marketing budget with the use of the central area differential rate to enable a greater investment in destination marketing, and

Establishing an ‘arm’s length’ group comprised of a marketing professional as chairperson and key representatives from the business community with appropriate skills or experience in marketing to set the plan for:

the overall strategic marketing approach, including different stages over next four years

how to achieve ongoing business community engagement in marketing activities

appointment of a marketing agency and/or marketing contractors (via a normal City procurement process) to deliver destination marketing services, and

sponsorship of existing and new private events and grass roots business activation projects.

It is recommended that the destination marketing advisory group will operate for a four year period (2018/19 – 2021/22) with agreed terms of reference, and process for nomination and appointment by council. The group would make recommendations to council on matters related to destination marketing. In many ways, comparisons can be made to the way the Design Advisory Committee operates.

The Group will consider the ‘brand values’ and ‘unique selling points’ of Fremantle within the context of increasing competition from competing Perth metropolitan centres, global customer trends, disruptions to major industries such as retail, and the economic development aspirations of Fremantle.

Following organisations that have submitted letters of support: Experience Perth, Tourism Council of Western Australia, Fremantle Chamber of Commerce, Fremantle Prison, Fremantle Tourism Association, Fremantle Accommodation Association, Fremantle Markets, MANY 2.0 and Sirona Capital.

The current recipients of the differential rate, the Fremantle BID and some of its supporters, have submitted letters opposing the proposal. This is an expected and logical position for the BID to take as the recommended model requires discontinuing the BID’s funding after this financial year.

This report does not comprehensively evaluate the performance of the Fremantle BID but does assume that the recommendations in the report will deliver a more effective use of the differential rate money. That assumption is made by comparing the expected outcomes of the officer’s recommendation and the level of business support for it, against the level of support for the Fremantle BID and the outcomes delivered for the approximate $2.2 million in funding provided to the BID since 2012/13 FY.

One of the issues that is not addressed is that the additional differential rates are only paid by businesses who operate in the CBD, while the new destination marketing strategy will be for all of Fremantle, so how will the City make this fair for inner city traders that are paying the extra rates?

Roel Loopers

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JDAP REFUSES FREO SIGN MADNESS

Posted in advertising, city of fremantle, traffic, Uncategorized by freoview on September 27, 2017

 

116_Wray_revised

 

The WA Joint Development Assessment Panel has refused the application for a large video advertising sign at 116 Wray Avenue, corner Hampton Road in Fremantle with a 3-2 vote.

The City of Fremantle had already refused the application because it does not comply with the discretionary height provisions under the planning scheme, does not meet Fremantle’s planning policy for advertising, and the location of the sign is deemed to be a risk to road safety.

I personally am very annoyed about visual pollution and signs all over the place. There are A-signs everywhere in the CBD, and the election campaign signs are making Fremantle look like a cheap car yard.

Motorists get constantly distracted by signage and flashing video screens have no place along busy roads, I believe.

It is a worry though the JDAP vote was so close, so we can only hope that the applicants won’t try to force it through at the State Administrative Tribunal.

 

Roel Loopers

VOTE ROEL FOR CITY WARD!

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