Freo's View

NEW PROMO BANNERS FOR FREMANTLE

Posted in city of fremantle, local government, marketing, PR,, tourism, Uncategorized by freoview on November 20, 2018

 

 

New blue banners to promote all the good things about Fremantle have been put up along the Cappuccino Strip.

Live-Eat-Play-Meet-Enjoy-See-Learn-Stay-Shop-Listen are the words I noticed, but that very Freo word meditate isn’t there, and neither is vegetate. ; >)

Roel Loopers

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FREMANTLE SPIRIT, SOUL AND SEA MARKETING

Posted in aboriginal, city of fremantle, culture, heritage, local government, tourism, Uncategorized by freoview on November 14, 2018

 

Destination 2

Destination 1

 

The new Fremantle strategic Destination Marketing was launched on Tuesday evening by Minister Simone McGurk at the Bathers Beach House in front of a large number of people.

Josh Wilson MP was there, as were representatives of Fremantle Prison, Fremantle Ports, Chamber of Commerce, Esplanade Hotel, Fremantle Markets, National Hotel, Benny’s bar, Many 2.0, WA Tourism, Rottnest Island Authority, Fremantle Mayor, Councillors and staff, and many others.

Lovely Lucy Peach sang a few beautiful songs while the sun was setting over the Indian Ocean.

Linda Wayman, the chair of the Destination Marketing Working Group said that culture and arts contribute to Fremantle’s soul and that it was important to have a narrative and new brand for Fremantle.

Fremantle Mayor Dr Brad Pettitt said it was fair to say that we need to talk Fremantle up sometimes, but that the major developments that are happening will bring people back to Freo and that was extremely exciting!

The message needs to go out what Fremantle’s potential is and we need a really clear strategy on where we need to go as an organisation.

Minister, and Member for Fremantle, Simone McGurk said that there are opportunities to showcase Aboriginal tourism and that we all share a common passion for Fremantle, the place that has an amazing get together of natural environment, entertainment and heritage.

The colour brochure that was handed out states that the Fremantle Story marketing campaign had not been greatly successful as it failed to capture the exclusivity of Fremantle and its unique essence.

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

The Destination Marketing Working Group believes there is a significant opportunity to improve the way we promote the walkability of Freo, work together and collaborate with stakeholders, position Fremantle as a staycation destination, as opposed to day trips, collaborate with local businesses about marketing campaigns, support activation and events delivered by external groups, engage hotel operators and the Perth Convention Centre to attract conference and exhibition business to Fremantle, deliver highly engaging content via digital platforms, reach intrastate and interstate and international visitor markets through campaign activity, position Fremantle as the gateway to Rottnest Island, Swan River and WA, promote our niche experiences such as Fremantle Prison and the West End, seek investment from state and federal governments, etc.

One question I would have asked Tourism Minister Paul Papalia, who was to do the launch but could not attend because his mother died, is when will the WA Government invest more in Fremantle and become less Perth centric? What about giving Fremantle funding for a much needed Aboriginal Cultural Centre, maybe on Victoria Quay close to the Swan River. We want it in Fremantle, and overseas visitors want an Aboriginal experience, so let’s stop the procrastination and get on with it!

Roel Loopers

 

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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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FREMANTLE DESTINATION MARKETING FOCUS ON REGION

Posted in chamber of commerce, city of fremantle, local government, tourism, Uncategorized by freoview on August 24, 2018

 

Because I am old and all my brain cells have died I missed yesterday’s Fremantle’s Destination Marketing update function of the Chamber of Commerce. I thought it was at 7.30pm when it was at 7.30am. Hence I can only give you some feedback I received from participants but no first-hand report about it.

Linda Wayman, the chair of the City of Fremantle Destination Marketing expert committee, reported to the room at Fremantle Oval full with business people that the main focus of new destination marketing will be on the region and Perth metropolitan area.

It will also be about getting out of town people to stay longer in Fremantle and to push Freo as the gateway to Rottnest and the SouthWest.

A new Christmas campaign will start in November to make clear that Fremantle is not on hold just because the Kings Square redevelopment is going on.

Retailers wanted to be informed better of what is going on in Fremantle and how they all can profit from larger events in our city.

My concern with the new marketing strategy-if council approves it-is that regional and metro marketing will basically be more of weekend marketing, as most people from the suburbs visit Freo on weekends, while international and interstate visitors come every day of the week.

From very recent personal observations at the Roundhouse I can report an increase in numbers of visitors from China, Malaysia and Indonesia. That is a huge market to consider and Fremantle needs to ask how we can tap into that better. What can we offer specifically to the Asian visitors? What do they come for? What are they not getting in Fremantle?

More hotels will no doubt keep more people in Fremantle overnight, so let’s hope all those planned hotels will be built very soon and fast.

Roel Loopers

FREMANTLE DESTINATION MARKETING COMMITTEE

Posted in city of fremantle, hospitality, local government, retail, shopping, tourism, Uncategorized by freoview on May 21, 2018

 

I had the exclusive on Friday to announce that Linda Wayman had been appointed chair of the new Fremantle Destination Marketing advisory group, and today the City of Fremantle disclosed all the expert members, so here they are:

# Karl Bullers-owner of the National Hotel and chair of Fremantle BID.

# Olwyn Williams-CEO of Fremantle Chamber of Commerce.

# Abby McDowell-Marketing Manager of the Esplanade Hotel.

# Chris Lewis-Director of Fremantle Press.

# Paula Nelson-Director of Fremantle Prison.

# Kate Hullet- Director of MANY 2.0

 

Roel Loopers

 

 

WAYMAN HEADS FREO DESTINATION MARKETING COMMITTEE

Posted in city of fremantle, local government, politics, Uncategorized by freoview on May 18, 2018

 

It is very questionable if politicians ever learn from past mistakes. The appointment of Linda Wayman to head the Destination Marketing advisory committee of the City of Fremantle is controversial and will no doubt be seen as a political move by Fremantle Council.

Wayman, the former general manager of Southern Cross Austereo, is a close friend of Brian Smith, who is a close friend of and advisor to Mayor Brad Pettitt.

Wayman unsuccessfully stood for City Ward at the October local government election in Fremantle, where she was strongly supported by Brian Smith. Her appointment could be seen as giving her a public profile leading up to the next council election in 17 months from now.

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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BUSY EVENING AT FREMANTLE COUNCIL

Posted in city of fremantle, community, democracy, local government, politics, Uncategorized by freoview on April 19, 2018

 

It was a busy night at the full Ordinary Council of the City of Fremantle last night.

The Destination Marketing Fremantle was on the agenda, that will probably mean the demise of BID, and it sailed through with just a few mentions that BID had done a good job connecting small businesses and that the Economic Development and Marketing Department had a gap to close with the retailers in that regard.

Councillors expressed they hoped BID would survive in a kind of precinct form so that traders would stay connected and helped as volunteers at events.

It was unanimously decided to go ahead with the new marketing concept but $ 50,000 will be allocated from the budget for the Winter Festival and the Long Table Dinner.

Also-yes still!-on the agenda was the Sunset Venues lease for the No 1 unit at J Shed.

Councillors disagreed with speakers that the operators would not get the go ahead from the Western Australian Planning Committee for a smaller tavern, as there were examples on Rottnest Island and elsewhere where hospitality venues had been allowed on A Class Reserves and in heritage precincts.

It was mentioned that it would be hard to find another business that would be willing to spend a lot of money to put all the required infrastructure in and that Fremantle would get an improved asset.

Mayor Brad Pettitt said they had taken it back to where we originally wanted it to be as a small bar/cafe and restaurant that would activate the area.

The proponents will only have 12 months to start substantial development or the lease will be terminated. Only Councillors McDonald and Jones voted against the item.

Only Councillor Strachan did not support the License Agreement with the South Fremantle Football Club for Fremantle Oval. He questioned why the city was giving the club so much financial support in difficult fiscal times for the City.

The adoption of the new Precincts Policy was also approved with Councillor Sullivan expressing that he would like a more organic precincts system where groups would be less formal.

And the Dog Exercise and Prohibited Area Policy also got the tick of approval from our elected members.

Roel Loopers

DELAY FOR SPICER SITE SETTLEMENT

 

The monthly Fremantle Ordinary Council meeting will be held this coming Wednesday at 6pm and there are some interesting and controversial items listed on the agenda, so why not observe grassroots governance first hand and attend the meeting at the North Fremantle Community Hall.

On the agenda are Destination Marketing, the tavern lease for J Shed, the South Freo Solar Farm, the license with the South Fremantle Football Club for the use of Fremantle Oval, the Strategic Planning Framework, the new Precinct Policy,  and the Dog exercise areas policy.

Surprisingly listed as a confidential item is the request by Sirona Capital for the extension of the settlement for the former Spicer site, which now is the public car park on the corner of William Street and the Henderson Street mall.

The Spicer site development is part of the Kings Square Project the City of Fremantle and Sirona Capital signed off on, and an important inner city development. Why does the Council debating the settlement extension request have to be confidential and not open to the public?

By the way, the new convenor for the South Fremantle Precinct is Sean Hefferon.

 

Roel Loopers

 

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