Freo's View

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

 

blink

 

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

 

weather one

weather 2

 

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/

 

FREMANTLE’S DESTINATION MARKETING LEAD BALLOON

 

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Fremantle’s new Destination Marketing campaign was launched at the Maritime Museum on Thursday evening.

All the right people were there for all the right reasons and there was a real sense of anticipation in the room.

The Minister for Tourism Paul Papalia spoke a few words and so did Mayor Brad Pettitt, who said the new marketing campaign shouts what we love about Fremantle. “Freo is proud to be different”

But the explanations for the Spirit-Soul-Sea campaign came from Linda Wayman, the Chair of the Destination Marketing working group. There is a lot of integrity when Wayman speaks about Fremantle’s history, both Indigenous and European. One can feel it comes from the heart.

She said it was about the complexity of Fremantle’s past and its diversity, a place of cultural celebration and that history, like little stones, form Fremantle’s narrative.

What makes Fremantle different? What is it’s essence?

A video with great music was shown with good Fremantle images. This is….This is… This is… This is Fremantle! and then the bubble burst for me.  Wayman had said “We burst the Fremantle bubble” and very short only a few seconds long promotional clips were shown and for me that was like a lead balloon and nothing at all like the invigorating and inspiring long video clip they had shown before.

For me personally the short clips lacked impact. They were boring and do not convey what is special and unique about Fremantle. Mediocre photography shot in mostly uninspiring locations. The one with two people sitting on a bench drinking coffee is pathetic.

I walked away extremely disappointed. It took over a year to come up with the new Destination Marketing but the very short clips are outrageously average and do not give an impression about what Fremantle is all about. The best one is shot inside Fremantle Prison where a young girls gets a fright because of a loud noise.

That is just my personal opinion so many people will disagree with it and that is absolutely fine.

Roel Loopers

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

NEW FREMANTLE SHOPPING MAP

Posted in city of fremantle, local government, marketing, PR,, shopping, tourism, Uncategorized by freoview on November 21, 2018

 

Freo map

 

Check out this great new colourful map of Fremantle! It is of WA’s “Best Open Air Shopping Centre”

It even has the Fremantle Prison on it, contrary to the tourist map that has been handed out for many months, which failed to include one of the most popular destinations in our city.

Roel Loopers

 

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