Freo's View

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. ūüėá

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

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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‚Äôs 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.

‚ÄúPeople 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,‚ÄĚ Mayor Pettitt said.

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

‚ÄúSpirit relates to Fremantle‚Äôs 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.‚ÄĚ

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.

‚ÄúFremantle has diverse assets and product, like Fremantle Prison, the maritime museum and the Fremantle Markets, as well as interesting and different locals,‚ÄĚ 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.

‚ÄúPlus 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‚Äôs something special we can take advantage of.‚ÄĚ

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 ‚Äď 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

 

 

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