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Saturday 14 May 2022

Fremantle ups the ante

Fremantle in Western Australia has launched a new marketing campaign designed to draw visitors back to the port city now interstate and international borders have reopened.

The new campaign, by Fremantle-based creative agency &Partners and media agency Match & Wood, builds on the This Is Fremantle brand by showcasing the diversity of the city and highlighting the many new attractions that have opened over the past few years.

&Partners Creative Director Dav Tabeshfar said the campaign featured locals, visitors and business owners claiming that their Freo is the real Freo.

“If you ask 10 different people what Fremantle is, you'll get eleven different answers. We know. We tried,” Tabeshfar said.

“Then we spent many days sitting in cafes, arguing about the essence of Fremantle.

“We realised the argument was the idea. Rather than compromise to make peace, we proposed Fremantle should embrace the diversity of opinion and air the friendly banter in public.”

The new campaign includes two new videos, supported by photographs and editorial content, which will be distributed through YouTube, social media platforms including Facebook, Instagram and TikTok, sponsored articles on lifestyle websites, streaming services SBS on Demand and 10play and digital billboards and display ads around Perth.

In partnership with Destination Perth, This Is Fremantle promotions will also be featured in Jetstar aircraft and included with Jetstar customer emails.

City of Fremantle Acting Director of City Business Matt Hammond said he was excited to be launching one of the City's largest marketing campaigns to promote the destination.

“We're especially pleased this campaign has been created by local creative agency &Partners using entirely local talent,” Hammond said.

“The campaign comes at a time when our business community welcomes back, after a two-year hiatus, international and interstate visitors arriving in Western Australia to visit family and friends.

“Fremantle has always been a special place for entertaining guests, and there are now so many more reasons to make a return visit to our port city to rediscover old favourites and find new ones.”

To view the new campaign videos and find out more visit 

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