“THIS is Fremantle” is the new marketing brand for the port city.
Launched on April 4, the brand had a budget of $300,000 and was created by the City of Fremantle in collaboration with the Destination Marketing Working Group (DMWG) comprising of local business representatives and Perth creative agency Juicebox.
The campaign took six months to create and has already appeared on banners around Fremantle and promotional material online.
Six short videos were created as part of the launch which highlight locations around the port city including the prison, Mojos, the beach and the Fremantle Markets and will be shown at Optus Stadium during Fremantle Dockers matches.
Fremantle Mayor Brad Pettitt said the new brand highlighted Fremantle’s vibrancy and culture, and also captured the area’s proudly independent spirit.
“Fremantle is different and we make no apologies for that – it’s why people love it,” he said.
“This new brand and the campaign to come is a reminder to everyone that Fremantle is an important tourism asset that attracts visitors from around the world, so it should be leveraged to market the whole state.
“Fremantle is in the middle of a period of unprecedented investment in new hotels, new residential and retail spaces and new hospitality offerings, so now is the right time to be launching a new brand and visual identity for the city.”
Working Group chair Linda Wayman said the new brand was a bold and contemporary stake in the ground.
“It echoes the spirit, soul and intimate connection to the sea that Fremantle is famous for,” she said.
A City of Fremantle spokesman said the feedback from the tourism industry representatives and business people at the launch event was extremely positive.