Freo's View

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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FRE-OH THE COMMUNICATION WAY TO GO

Posted in city of fremantle, communication, community, local government, Uncategorized by freoview on May 30, 2019

 

 

Fremantle people can look forward to the new FRE-OH magazine-Celebrating the City of Fremantle, that will be distributed to residents next week and will also be out in cafes so that out of towners can also read the good Freo stories.

There will be four quarterly-seasonally publications per year and 17,5000 copies will be printed. An E-version is in the making so that people can receive the magazine via email.

It is a vibrant magazine with on the cover one of our city’s most noticeable identities Horatio T Birdbath.

The magazine is a showcase about people, places and pastimes that make Freo unique. It covers a lot of ground about cafes, hospitality, sustainable living and eating, recycling, art, culture, Noongar culture, Fremantle Prison, South Fremantle, the Toy Library, young people, volunteers, etc.

It is a great way of telling Freo’s positive stories, of which there are many!

Roel Loopers

 

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

REAL SUPPORT FOR FREMANTLE’S SMALL BUSINESSES

Posted in city of fremantle, hospitality, local government, retail, shopping, traders, Uncategorized by freoview on April 3, 2019

 

Great new idea to support Fremantle’s small businesses!

Small businesses in Fremantle will have access to subsidised training, support and mentoring under a new pilot program being trialed by the City of Fremantle.

The City has appointed independent small business advocates Freo Now and local business support organisation Business Foundations to offer the Business Capacity Building program.

The program will initially be open to up to 40 retail or hospitality, bricks and mortar small businesses based in the City of Fremantle, with the City contributing 80 per cent of the cost.

Business Foundations will provide general business advice and performance assessment services, while Freo Now will offer assistance with sales and promotion and financial management.

At the end of the pilot period, the City will consider extending and broadening the program based on the feedback of businesses and the service providers.

Fremantle Mayor Brad Pettitt said the capacity building program was designed to give local small businesses a helping hand in a tough economic climate.

Many small businesses close within a year because they have not done their market research and just follow a dream, so a program that deals with the hard-hitting facts of running a small business in challenging economic times is fantastic.

To apply for the program go to the Business Capacity Building page on the City of Fremantle website: https://www.fremantle.wa.gov.au/business/your-business/managing-and-growing-your-business

Roel Loopers

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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

 

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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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.   

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