The City of Fremantle has relaunched its successful 50 Ways to Freo destination marketing campaign, capitalising on the opening of the Walyalup Bridge and welcoming visitors back to the port city ahead of the busy summer season.
The relaunch coincides with the second round of the Small Business Grants Program, with 50 additional Fremantle businesses supported to create new content and marketing campaigns that highlight the unique experiences on offer across the city. Together with the first round, the program has now supported 100 local businesses.
The campaign positions Freo as more than a destination. It’s a place to explore, connect and experience in countless ways, encouraging visitors and locals alike to find their own way to Freo.
Mayor Ben Lawver said the campaign was designed to support local businesses while strengthening Fremantle’s position as one of Western Australia’s leading visitor destinations.
“50 Ways to Freo is about showcasing the experiences, businesses and local character that make Fremantle unlike anywhere else.
“The campaign gives people plenty of reasons to visit, stay longer and discover something new while supporting the businesses that are at the heart of our city,” Mayor Lawver said.
As part of the campaign, 50 businesses have received support through the second round of the City’s Small Business Grants Program. The program, designed to support businesses through the Fremantle Traffic Bridge closure, includes funding for professional photography and videography, as well as digital advertising campaigns, enabling local businesses to reach new audiences and contribute to a coordinated marketing effort promoting Fremantle.
The overarching campaign will roll out across television, digital, social media and outdoor advertising over the coming months, supported by new content created through the grants program and a refreshed campaign landing page featuring experiences from across the city.
Beyond the 50 businesses supported through the second round of grants, businesses from the first round and the broader Fremantle business community will be encouraged to participate in the campaign through access to branded assets and promotional tools, helping create a strong and consistent destination message across the city.
Director of City Business Matt Hammond said supporting local businesses remained a central focus of the campaign.
“We’ve deliberately invested in local businesses because they are what make Fremantle special.
“With 100 businesses now supported through the Small Business Grants Program, we’re helping local operators tell their stories, reach new audiences and be part of a collective effort to flood the market with authentic Fremantle experiences.
“When you combine the City’s overarching campaign activity with content created by local businesses, we’re creating a powerful and coordinated presence that encourages more people to visit and experience Fremantle,” Mr Hammond said.
Mayor Lawver said the opening of the bridge created the perfect opportunity to remind people that Fremantle is open, accessible and ready to welcome visitors.
“This is a significant milestone for our city and the perfect opportunity to remind people of everything that makes Freo special.
“Whether it’s exploring our heritage streets, discovering local businesses, enjoying our beaches and waterfront, or experiencing our incredible food and cultural offering, there are countless ways to Freo this summer,” Mayor Lawver said.
The 50 Ways to Freo campaign will run until January across a mix of paid and owned channels, encouraging visitors to discover new experiences and support local businesses throughout the summer period.
