Freo's View

FREMANTLE WA’S BEST OPEN AIR SHOPPING

Posted in christmas, city of fremantle, local government, marketing, PR,, shopping, Uncategorized by freoview on November 20, 2019

 

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The City of Fremantle has released a light-hearted new video as part of its campaign to encourage more people to do their Christmas shopping in Fremantle, WA’s best open air shopping centre.

Directed by Fremantle-based photographer, film-maker and Australian Survivor contestant Jarrad Seng, the video stars local musician Timothy Nelson performing a Freo version of the classic carol The Twelve Days of Christmas while riding on the ferris wheel at the Esplanade Park.

It was shot at iconic Fremantle locations like the West End, Cappuccino Strip, Fremantle Markets and Bathers Beach and features products and styling from local designers, retail stores and boutiques.

“Our team had a lot of fun devising each mini-scene in a way that promoted great Fremantle stores, experiences and locations – as well as providing just that little pop of unexpected delight, which is also very Freo.

“In total over 70 locals volunteered their time to be a part of this and show their love for Fremantle and our entire film crew was sourced locally, which is a testament to the creative talent in town.

“Let me tell you, directing 11 nonnos in Gino’s to stay in one place and sip coffee in unison is no easy feat.”

The release of the video coincides with the launch of the City’s #shopfreo Christmas shopping competition.

Just spend $20 in any participating store and ask for your unique code, then go online to enter the codeword for your chance to win $500 to spend in the store.

Two winners will be drawn every Monday from 25 November through to 23 December.

To make shopping in Freo easier this Christmas the City of Fremantle is also offering up to two hours free parking at all of its off-street car parks.

Running from 1 December until Boxing Day, the free parking offer will be available Monday to Thursday from 9am-4pm via the City of Fremantle’s PayStay mobile parking app.

The PayStay app can be downloaded from the Apple App Store or Google Play, or by visiting the PayStay website.

In addition to the free parking offer through PayStay, Free Parking Santa will also return to the streets of Fremantle this year offering to pay for shoppers parking at variety of car park ticket machines across the City.

Shoppers are urged to keep an eye on City of Fremantle social media for Free Parking Santa locations.

To enter the Christmas #shopfreo competition and find out more about what’s happening in Fremantle for Christmas go to visitfremantle.com.

To watch the Twelve Days of Christmas in Freo video, click here.

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BATHERS BEACH FEATURED FINALLY

Posted in bathers beach, city of fremantle, local government, marketing, PR,, tourism, Uncategorized by freoview on November 3, 2019

 

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It took an eternity but there is finally a prominent sign pointing to Fremantle’s inner city Bathers Beach. A nice big banner in Market Street near the High Street mall.

Well done City of Fremantle!

Roel Loopers

VISIT FREMANTLE, EVEN WHEN IT IS MELVILLE

Posted in city of fremantle, local government, marketing, PR,, Uncategorized by freoview on October 20, 2019

 

I thought I was pretty on the ball and well informed but I must have totally missed a more recent council amalgamation. On Facebook this morning VISIT FREMANTLE gushes about  the Top Dup Donuts shop in Willagee, but I believed Willagee was in the City of Melville.

Yesterday a letter writer from Palmyra complained in the Fremantle Herald, what is happening to our city. He meant Fremantle and is clearly not aware that he lives in Melville.

I am all for a bigger Fremantle and local government reform, but until that happens Visit Fremantle should really promote Freo businesses.

Roel Loopers

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FREOLOADERS PARADISE

Posted in city of fremantle, food, hospitality, local government, marketing, PR,, Uncategorized by freoview on August 1, 2019

 

The City of Fremantle is offering the chance to win a gourmet night out in Freo as part of the City’s latest destination marketing campaign.

The FREOFOODIE competition can be entered by simply spending $20 or more at any participating Freo café, bar, restaurant or pub, during the month of August for a chance to win a $500 voucher to spend on a #freofoodie feast.

Look out for the #freofoodie map in participating venues and ask for your unique codeword to enter online on the Freofoodie page of the visitfremantle.com website.

Two lucky winners will be drawn every Monday from 5 August to 2 September, with a total $5000 worth of prizes to be won.

Fremantle Mayor Brad Pettitt said with its outstanding selection of restaurants, bars, pubs and cafes, there was no better place for a winter foodie feast than Fremantle.

“Fremantle is already Perth’s favourite entertainment precinct and there are exciting new hospitality venues opening up all the time,” Mayor Pettitt said.

Whether it’s brunch and a coffee at a cosy café, a steaming bowl of ramen from a street side food hall or Nonna’s pasta special and a glass of red wine on the Cappuccino Strip, Freo does have something for everyone.

To accompany the #freofoodie competition the City of Fremantle has also produced a series of videos featuring chefs from some of Freo’s top restaurants including Bread in Common, Manuka Woodfire Kitchen, Propeller and Madalena’s bar – which has just been nominated for Gourmet Traveller’s ‘best new restaurant of the year’ award.

The #freofoodie promotion is the latest campaign to be rolled out by the City of Fremantle as part of our Destination Marketing Strategic Plan and the ‘This is Fremantle’ brand. It aims to generate visitation to Fremantle during one of the quietest off-peak months of the year.

This latest campaign will utilise digital and radio platforms to raise awareness of Fremantle as a winter dining destination and guide visitors to the visitfremantle.com website and social media channels.

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ARE SOME OF FREO’S PIPELINE PROJECTS A PIPE DREAM?

 

I am all for telling the good Freo stories, but the City of Fremantle’s latest media release is basically rehashing old news to counteract today’s criticism in the West Australian.

This is a large section of the media release:

A review of the City of Fremantle’s Economic Development Strategy suggests there is increasing confidence in Fremantle as a place to invest despite the current stagnation in the WA economy.

A report to be considered by Fremantle Council next week said the most recent CommSec ‘State of the States’ report ranked WA’s economy as the second-weakest in the nation, while figures from the WA Treasury indicate lower discretionary spending on retail, food and beverage services.

The report also quotes Chamber of Commerce and Industry WA business confidence surveys in which 64 per cent of respondents said they expected economic conditions to stay the same or worsen over the next 12 months, with weak demand cited as the largest barrier to business growth.

Mayor Brad Pettitt said even though the picture was gloomy for the broader WA economy Fremantle was showing encouraging signs.

“In 2017-18 Fremantle reached a record high of $313 million worth of residential and commercial property approved for construction, defying the WA trend which has seen building approvals fall by 9.2 per cent over the past year,” Mayor Pettitt said.

“Of Fremantle’s current $1.3 billion development pipeline more than $600 million is either built or under construction, with recently completed residential apartment developments continuing to grow the inner city population.

“New residential development either recently built or under construction is continuing to contribute to a projected 68 per cent increase in the number of people living in Fremantle’s city centre by 2021.

“We’ve also seen new businesses continue to open in Fremantle, with a trend towards new food and beverage outlets rather than traditional retail.

“This means Fremantle now boasts an even stronger offering of unique, high-quality hospitality offerings as well as a selection of high-end boutique retail outlets.”

Despite the increased investment in Fremantle the Economic Development Strategy review also highlighted that the broader economic headwinds were challenging for local businesses.

Commercial vacancy rates in the city centre have been increasing in line with the wider metropolitan area, although vacancies in Fremantle were clustered around current redevelopment and construction zones.

While all of the above is true we also need to realistically acknowledge that a lot of the pipeline development has stalled. The Woolstores hotel development, the Hilton Doubletree, the Little Lane on the Spotlight site, the Energy Museum development and also the Justice and Police Complex in Henderson Street are all projects in waiting, and so is the boutique hotel at the Warders Cottages next to Fremantle Markets.

That is a lot of development that might, or might not, go ahead and even senior officers at the City of Fremantle are doubtful that some of them will actually become reality.

The most sensible way for Fremantle Council to move forward is being pragmatic and to accept that some of the planned and approved development projects are still a long way away and that the Kings Square development all on its own won’t bring the economic rebirth Freo badly needs, and our many struggling traders can’t wait for much longer. What is needed is short term action and prioritising a strong marketing campaign.

Roel Loopers

THIS IS FREMANTLE MARKETING CAMPAIGN UNDER WAY

Posted in city of fremantle, local government, marketing, PR,, tourism, Uncategorized by freoview on June 5, 2019

 

The first major campaign under the new This is Fremantle brand is being rolled out over the coming month. I already noticed a public transport bus with the promo on its side the other day driving through Fremantle.

The campaign, which utilises digital, radio and outdoor platforms, is designed to raise awareness of Fremantle as a destination and guide visitors to the new visitfremantle.com website and social media channels.

The This is Fremantle campaign is targeting the local Perth market. A survey by Tourism WA in 2017 showed Fremantle was Perth’s most popular entertainment precinct across people of all ages.

Acting Mayor Rachel Pemberton said that “This campaign is about reminding those people of the great things Freo has to offer and getting Perth people to fall in love with Fremantle again.”

“In addition to this new campaign we’re also working with government agencies like Destination Perth, Perth Convention Bureau and Tourism WA, and with travel wholesalers to promote Fremantle nationally and internationally.”

The City urges local businesses to get behind the campaign and engage with the brand by sticking the ‘This is Fremantle’ shop window sticker on their front window.

The outdoor component of the new campaign features billboards at six strategic locations around Perth, including the digital billboards on the Kwinana and Mitchell freeways and static billboards at Perth Airport, Mosman Park, Osborne Park and Mt Lawley.

There will also be showcase advertising on Transperth buses, and ‘This is Fremantle’ videos screened on the big screens at Optus Stadium during Fremantle Dockers home games.

The campaign also includes digital advertising, a social media campaign and a radio campaign with Nathan, Nat and Shaun on NOVA 93.7 Perth.

This is the first major brand driven campaign to be delivered by the City of Fremantle as part of the Destination Marketing Strategic Plan 2018-2022.

It will be followed by a winter events campaign with a focus on Fremantle events like the Fremantle Festival: 10 Nights in Port, plus a winter tactical campaign for hospitality businesses promoting restaurants, pubs, small bars and winter dining experiences in Fremantle.

In addition, the July edition of the Qantas in-flight magazine, which is read by over 400,000 people, will incorporate a full page editorial feature promoting Fremantle’s arts and culture based events and festivals.

For more information on the ‘This is Fremantle’ campaign and how to get involved visit the Destination Marketing page on the City’s website.

 

Roel Loopers

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THIS IS….ALL OF US IN FREO

Posted in cafe, city of fremantle, hospitality, local government, marketing, PR,, Uncategorized by freoview on May 13, 2019

 

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Tiny High Street cafe BLINK has embraced the new Freo destination marketing slogan This is Fremantle and made their own This is Blink sign.

Would be nice to see a few more retailers doing it and reinforcing the message!

I need to get a T-Shirt made now This is Loopy!

Roel Loopers

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NO STORM DAMAGE IN FREMANTLE

Posted in city of fremantle, local government, marketing, PR,, rain, storm, Uncategorized, weather by freoview on April 19, 2019

 

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No signs of major storm damage in Fremantle. A few broken branches along Riverside Drive in East Freo and along Point Walter Road but that’s it. At present the sun is even shining in Beaconsfield, so I might not need the heater today after all.

Some THIS IS FREMANTLE banners at South Terrace got loose but not ripped.

I hear people say the new Destination Marketing banners are supportive of Alzheimer sufferers as they now always know they are in Freo, but my theory is that Fremantle Council has, as always, been leading the way and future focused.

In case those ‘pesky Chinese or North Koreans’ jam the satellites and all GPS systems break down people who drive or ride into our gorgeous port city will just have the Eureka moment- AAAAH, we are in Fremantle. 😇

There could be some nice rainbows today. Go and have a look!

Roel Loopers

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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/

 

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