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Industry briefing – October 2019
• Winter campaign (tactical) – 1 August – 1 September (completed campaign)
• Fremantle Biennale (awareness) – 20 October – 24 November (current campaign)
• Christmas campaign (tactical) – 18 November – 22 December (implementation stage)
• Destination Perth | visit Fremantle content call out – November 2019 to February 2020 (planning)
• Tactical campaign – prompting action
• Similar to 2018 Christmas campaign but for hospitality businesses - cafés, bars, restaurants, pubs
• Promote Fremantle as a foodie destination to people in Perth metropolitan area
Winter campaign | 1-30 August
Advertising to Perth metro area
• Radio campaign on NOVA • Social media advertising • Digital advertising (Google Ads) • Consumer newsletter • Content for businesses to share • visitfremantle.com.au campaign
landing page • Outcomes
– Radio reached 607,000 listeners – 8,772 unique page views of #freofoodie
campaign landing page. – 8,137 clicks through social & Google
advertising to campaign landing page with 1,758,108 impressions.
Video and photography
• Four videos & capture photos – 60 sec doc with local chefs – families spending a day in Fremantle – older couple shopping, movies and
dinner – professional couples & overnight stay in
Fremantle
• Product placement • Outcome
– Video views 1,161 (YouTube), 1,675 (social media)
– 7 businesses contributed product – 17 locations highlighted – Content added to image library
Consumer competition
• Consumers spend $20 at participating businesses
• Issued with a unique code word • Two $500 prizes drawn each
Monday 5 Aug-1 Sept • Prize money spent in ANY
participating business • Outcome
• 63 businesses registered • 788 competition entries • 44% opt in to database
‘Ensure that Fremantle’s spirit and vibrancy is reflected
through major events that increase visitation to the city or promote its brand.’
Destination Marketing Strategic Plan 2018-2022
• Awareness - to drive visitation
• Campaign activity 20 Oct-16 Nov
Fremantle Biennale 1-24 November
Fremantle Biennale press ad
Campaign activity Channel Format Targeting
Facebook & Instagram Sponsored video posts Families, art enthusiasts and older couples Retargeting people who have been to the website
Google Ads Text ads What’s on, events and related art exhibits search terms
OMD Programmatic (online video)
15 sec Premium sites, events and what’s on content
9NOW.com.au (catch up TV) 15 second video Families, art enthusiasts, older couples
The Post Newspaper Print advert Western Suburbs
Destination Perth • E newsletter • Competition • Social posts (+$)
Perth metropolitan area
Print (City of Fremantle) • Fre-oh residents magazine (back cover
Fremantle residents
Current campaign stats
• Tell your customers about Biennale - especially Waterlicht – Fri 1 Nov, 7pm-11pm
– Sat 2 Nov, 7pm-12 midnight
– Sun 3 Nov, 7pm-11pm
• Share video content on your Facebook page or Instagram account
• Borrow images from Fremantle Biennale social media feeds (credit artists)
• #thisisfremantle #fremantlebiennale
What can you do?
• Tactical campaign – prompting action - to shop in Fremantle
• Objectives – Connect consumers with the unique retail
product in Fremantle stores. – Drive retail spend in Fremantle in the lead
up to Christmas. – Promote Christmas shopping in
Fremantle, whilst enjoying other experiences on offer.
– Reconnect consumers with the iconic experiences in Fremantle eg Fishing Boat Harbour and the Cappuccino Strip.
• Building on the learnings of 2018 + this year’s campaigns – Christmas is a very competitive marketing
/ advertising space – Content needs to be highly engaging eg
Ryan Jon – Visually demonstrate Fremantle’s retail
product – Focus advertising spend on digital / social
2019 Christmas campaign
• Major paid digital and social media advertising targeting shoppers in Perth metro area
• Integrated organic social / content strategy – Christmas blogs (markets, events)
• Christmas video promoting Fremantle experiences and product
• ‘flat lay’ time lapse + still photographs
• #shopfreo competition + collateral
• campaign landing page on visitfremantle.com.au
• Fre-oh (City of Fremantle residents magazine)
• Free parking Santa
Campaign elements
#shopfreo competition
• Consumers spend $20 at participating businesses
• Staff give out unique code word • Consumers enter online @
visitfremantle.com.au/christmas • Two $500 prizes drawn each
Monday 25 November-23 December
• Prize money to be spent in the business where purchase was made.
REGISTER TODAY!
Marketing material for businesses
• Shopping map • #shopfreo A3 poster • Point of sale competition
flyers • JPEG’s for social media • Campaign video &
photography
Examples of marketing materials
Key dates
• October - call out to business for product EOI
• 4 November - business visits
– deliver campaign POS flyers and shop window posters
– issue unique code words
– share Dropbox link to video, flat lays, jpegs
• 14 November – final industry update session
• 18 November – campaign starts – advertising begins
– competition opens
– webpage live
• 25 November – first two winners drawn
• 23 December – last winners drawn
LEVERAGE + AMPLIFY = CUT THROUGH
– Be active on your own social media accounts to leverage the campaign for your business
– Tell your customers about the competition - in store, website, enews + social posts
– Share video & flat lay content on your Facebook page or Instagram account
– #thisisfremantle #shopfreo
What can you do?
• Content pushing out through Destination Perth campaigns and visitfremantle.com.au
• Christmas – Lead up to Christmas events, shopping nights,
markets – Christmas day events, lunches – Boxing Day – New Year’s Eve events – Deadline 25/10/19 – Email [email protected]
• Summer campaign – Key experiences of Fremantle during the
summer season, including holiday offers, festivals and events
– Prizes – Deadline 4/11 – Email [email protected]
Content call out
Other ways to engage
Familiarise yourself with the Destination Marketing Strategic Plan
Download the Destination Marketing Strategic Plan 2018–2022 from
www.fremantle.wa.gov.au/dmwg
Stay informed with the THIS IS FREMANTLE newsletters
Subscribe to both business and consumer e-newsletters at
www.fremantle.wa.gov.au/subscribe
Contact us
If you have any questions about how you can make these campaigns work
for you give us a call with the details below.
T 08 9432 9947
