The City of Fremantle is launching a new marketing campaign designed to draw visitors back to Fremantle now that 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 ten different people what Fremantle is, you’ll get eleven different answers. We know. We tried,” Mr 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.”
Local businesses were given a preview of the new campaign at an industry briefing this morning, ahead of the campaign launch on Sunday.