Following the launch of a new destination brand earlier in the year, Fremantle – one of Western Australia’s most visited destinations – has kicked off the delivery of a major consumer marketing campaign focused on attracting intrastate visitors to the historic port city.
The campaign is being delivered by the City of Fremantle, the City’s Destination Marketing Working Group and award-winning creative agency Juicebox across various platforms throughout the month of June.
The delivery of tactical and brand based destination marketing campaigns was identified as a priority within the City of Fremantle’s Destination Marketing Strategic Plan released in November 2018, with this campaign being the first of a series of major marketing initiatives.
Fremantle Mayor Brad Pettitt said Fremantle has changed significantly over the past five years with a range of new shopping, dining and entertainment options coming on line.
“The promotion of Fremantle’s unique retail, hospitality and tourism offerings to the broader metropolitan area is important in order to reconnect Perth with its favourite port city.” Mayor Pettitt said.
The campaign will include the delivery of an extensive outdoor campaign via a number of billboards across strategic sites throughout Perth including both Kwinana and Mitchell freeways and domestic arrivals at Perth airport. This will be coupled with showcase advertising on a number of public buses, radio advertising and placement of organic and sponsored content across a range of digital platforms including social media, website banner advertising and YouTube. The campaign will also coincide with destination videos being played at Optus Stadium during Fremantle Dockers home games.
The core objective for the campaign is to increase brand awareness through driving visitation to the visitfremantle.com.au website and increasing engagement/following across Visit Fremantle social media platforms.
During the roll-out of the campaign the City of Fremantle has been engaging directly with local businesses to provide a ‘how-to’ guide on the best ways to leverage Fremantle’s new brand, and get involved in major campaigns like this one. This includes the provision of a suite of images and videos that businesses can use for their own marketing purposes as well as advice on how best to engage with the destination marketing social media channels.
The campaign is one of a series of projects prioritised as part of the Destination Marketing Strategic Plan which will also see a focus on major events, conferences, cruise shipping, visitor experience, product development, tourism industry capacity building and cooperative marketing campaigns.
For more information about Fremantle, this campaign or to access the latest destination collateral, please contact marketing@fremantle.wa.gov.au
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