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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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

 

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

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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