Freo's View

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

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!

WTF NOT SO RUDE RETAIL PROMOTION

Posted in advertising, fremantle by freoview on April 6, 2016

wtf

 

When I noticed the WTF SALE sign at the Corner Store in South Fremantle I thought they had crossed over to the dark side.

The shop always has really great and creative window displays, so the WTF does not suit them at all, but then I noticed the ‘fine print’ WTF stands for Warehouse Totally Full. Clever promotion!

 

Roel Loopers

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LAST SAMSON FESTIVAL HURRAH?

Posted in advertising, fremantle, fremantle festival by freoview on November 1, 2014

If all goes ahead as planned with the council mergers, tomorrow might be the last time Samson is part of the Fremantle Festival, so make it an historic trip to Samson Park at McCombe Avenue for the CHILDREN’S FIESTA from 10-3 and the JAZZ IN THE PARK from  5-7 pm. Songwriter and singer Shameem, who is Australian born but has a Chinese-Malaysian mother and Iranian father, will sing tell her heartfelt stories in a fusion of R&B, soul and jazz.

Notre Dame University has an afternoon of CLASSICAL ENCOUNTERS in courtyards and uni buildings from noon to 6 pm, so don’t stay home on Sunday!

Roel Loopers

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THE LAUNCH OF ROEL.COM.AU

ngdc

Thirty years ago in September 1984 my then partner Brigitte Braun and I established Profile Photography in Perth and today in Fremantle is the launch of the new brand ROEL.COM.AU. The company needed a bit of refreshing, a rebirth, a facelift, just something that invigorates me to keep going in an industry that has even become more challenging than it ever was.

My career in Western Australia has been fantastic from the moment we started all those years ago. We soon picked up the State Energy Commission account, many mining, design, PR and advertising companies followed. Architects, magazines, property developers and state departments and agencies followed suit.

Fremantle Port was loyal to me for 15 years, the Midland Redevelopment Authority for 11, JAZ Creative became my family, and Cape Mentelle my drinking companion.

WA State Government gave me assignments for years and so did Government House. I was the official photographer for the visit of Princess Ann and travelled throughout the north of WA with her and shared her table for dinner in Kunnunara.

Some of my clients ended up in jail, because WA inc was not their greatest moment, but my business kept blossoming until the big change to digital photography introduced a lot of mediocrity to the industry.

I love my profession and have not ever regretted I became a photographer. I met so many great people and did so many great jobs and I learned so much about life, people and photography.

Today there is a new start in my professional life that is not only corporate, commercial and private photography but also the Roel’s Fremantle Photo Tours.

My motto FINDING BEAUTY IN THE ORDINARY has become my lifestyle, trying to enjoy the small precious moments in life, even in the difficult times.

I have always given my best, because when one works unsupervised it is too easy to cut corners, and at the end of each assignment only I knew if I had given it all the time it deserved, if I should have tried more angles, different light, got up earlier, or keep shooting later. I learned to be brutally critical about my work, to make sure I would never take an assignment or a client for granted. No doubt I messed up a few times, but looking back I believe I overall succeeded.

Today is a proud day for me, because I start again at an age where most people think about retirement. I love photography far too much to start looking for a rocking chair.

Check out the new website: http://www.roel.com.au

Roel Loopers

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