Industry briefing - 10 MARCH 2020 - City of Fremantle

Industry briefing – 10 MARCH 2020

OVERVIEW
1.    Christmas campaign results
2.    Trade events
     1.   Dreamtime
     2.   AIME
     3.   ATE
3. Place activation projects
     1.   Dinosaurs in Fremantle
     2.   AFLW
     3.   Welcome program
4. Projects
     1.   VIP famils
     2.   visitfremantle.com.au
     3.   Holiday planner
5. Opportunities to engage
6. Business Events Perth Aspire Program

2019 CHRISTMAS
      CAMPAIGN

VIDEO
1.   Results (paid and organic)
         •    1,527,665 impressions, 22,049 post clicks and
              152,287 complete video views.
         •    Content highlighted 12 locations with 37 businesses
              supporting the film shoot.
2.   Distribution
           • organic posting schedule on social media
              (Wanderlust)
           • paid advertising campaign (Marketforce) on
              Facebook, Instagram and pre roll activity.
           • THIS IS FREMANTLE destination marketing channels
              including YouTube, newsletter, visitfremantle.com.au
              and the City’s corporate social media.
           • encouraging businesses to share content through
              their own channels and networks.
3.   Formats
           • 60 second version
           • full version with each of the 12 verses
           • individual verses x 12
           • behind the scenes stills and stories for social media.

PHOTOGRAPHY
1.   Results (paid and organic)
         •    395,376 impressions, 3,238 link clicks and 8,393 views.
         •    Featured 96 products from 35 businesses.
2.   Distribution
           • organic posting schedule on social media (Wanderlust)
           • paid advertising campaign (Marketforce) on Facebook,
              Instagram and pre roll activity.
           • THIS IS FREMANTLE destination marketing channels
              including YouTube, newsletter, visitfremantle.com.au and
              the City’s corporate social media.
           • encouraging businesses to share content through their
              own channels and networks.
3.   Formats
         • five themes – for her, for him, top 15 Freo, secret Santa
             and under $50
         • 7-8 second time lapse
         • still photo
         • landscape, square and portrait

#shopfreo COMPETITION
1.   Results
        •      5017 entries + 50.8% on 2018
        •      42% opted in (75% new subscribers)
        •      $5,000 of prize money spent in Fremantle businesses
        •      postcode data mapped

BUSINESS ENGAGEMENT
1.    Results
     • 136 businesses registered for the
        #shopfreo competition, compared to
        87 in 2018)
     • 35 businesses provided 96 products
        to feature in the flat lays
     • 37 businesses supported the 12 days
        of Christmas video
     • + businesses sharing content and
        promoting the competition

TRADE EVENTS

TRADE EVENTS
Representing and promoting Fremantle
at targeted business events, road shows
and trade shows:
• Dreamtime – December 2019
   – 25 x 12 minute meetings
   – International hosted buyers
   – Managing high end incentive travel
     business
   – Looking for unique experiences for their
     clients
   – Mixed awareness of Fremantle as a
     destination.

TRADE EVENTS
• Asia Pacific Incentives & Meetings
  Event (AIME)
   – 22-24 February 2020
   – 16 x 20 minute meetings (50% appt
     schedule)
   – International hosted buyers
   – Managing MICE but particularly incentive
     travel
   – Looking for destinations outside South
     East Asia but not London, Paris, New York
     etc.
   – Medium awareness of Fremantle as a
     destination

TRADE EVENTS
• Australian Tourism Exchange (ATE)
  – 10-14 May 2020
  – Four days of appointments (100 x 15 minutes)
  – International hosted buyers
  – Consumer leisure travel businesses
  – Objective is to have more Fremantle products
    contracted with wholesale buyers.
• EOI for tour product / experiences to
  represent at ATE

PLACE ACTIVATION
       PROJECTS

#DINOSINFREO
•   January school holiday activation:
     – free drawcard attraction
     – more reasons to visit Fremantle
     – strategically driving traffic to key locations around
         Fremantle
     – attracting young families from around Perth and beyond
     – assisted in driving traffic and sales in store
•   A trail map was developed to drive footfall across Fremantle
•   Key highlights:
     – 1,200 competition entries, driving social engagement and
         share-ability
     – Fremantle Visitor Centre recorded their highest door count
         month in the last three years
     – Visitor traffic across Fremantle was up month on month for
         January 2020
     – Fremantle Library received a surge in visitors, achieving
         record growth in visitor numbers for the month
     – Positive feedback received from the business community
         which translated to increased visitation and sales in-store

CHILLOUT DECK
•   CoF partnered with Fremantle Dockers to create a new
    family-friendly fan experience at AFLW games at Fremantle
    Oval
•   ‘Visit Fremantle Chillout Deck’ was designed to provide a
    fantastic experience, great branding opportunity for
    visitfremantle.com.au and a spectacle for broadcast TV
•   Key highlights:
      – Families at the Chillout Deck enjoy a laid back
           experience, free icy poles, free Dockers merchandise,
           War Paint face painting station and food and beverage
      – Fremantle home games attracted over 15,300 fans
           (largely families) to Fremantle with the Chillout Deck at
           capacity each game.

WELCOME PROGRAM
• 23 March - first 300 Dept of
  Communities relocate to Kings Square
• 30 June - 1,700+ state government
  workers will have relocated to Kings
  Square
• Welcome program:
    – Exclusive special offers from the local
      business community. Offer valid for a
      limited time only
    – Welcome to Freo! Lunchtime Walking
      Tours – where to get the best coffee, find
      the perfect lunch venues, hear the history
      of Fremantle from a true local, see street
      art, favourite after work drink spots and
      other hidden treasures.
    – THIS IS FREMANTLE tote bag
    – Tailored Fremantle brochure - TBC
    – Lunchtime entertainment at key areas
      around the city – TBC

CURRENT PROJECTS

CURRENT PROJECTS
• University open days
• Urban Walkabout cycle trails
  (TWA)
   – Fremantle Highlights
   – Indian Ocean Ride
• School holiday campaigns
• Seasonal campaigns - Destination
  Perth
• Maker / manufacturer videos

CURRENT PROJECTS
• VIP famil
• visitfremantle.com.au
   – CMS
   – Booking engine
• Fremantle holiday planner
• Round House project

CRUISE
•   Due to the outbreak of the Coronavirus,
    cruise ships that had planned to head to
    Asia are now avoiding the area and taking
    their visitors to other locations that have
    not been affected.
•   Latest most up to date information
    check Fremantle Ports website.
•   City of Fremantle is sending email alerts
    advising of the arrival of each ship.
•   Crew
     – Brochures
     – Posters
     – Offers for crew
•   Media release
•   More information about visitor servicing
    for cruise ships fremantle.wa.gov.au

CURRENT
                           OPPORTUNITIES
•   Prizes for monthly e news competition
•   Discount / value add for cruise crew & display poster
•   Discount / value for Department of Communities staff
•   EOI for Australian Tourism Exchange
•   Coming up
     – School holidays activities / offers
     – Winter campaign with Destination Perth

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.
E marketing@fremantle.wa.gov.au
T 08 9432 9947 (Wendy) / 9432 9857 (Jess) / 9432 9950 (Caroline)

ASPIRE AWARDS
• Eligibility
   – not-for-profit inc. association members
   – mining and resources, health, education,
     science and technology, business,
     environment and heritage, retail, and arts
     and culture industries
   – work or reside in the City of Fremantle.
• $5,000 grant
   – covers travel, accommodation and
     registration expenses to attend an
     international conference
• Applications open now & close 10 April
• businesseventsperth.com/aspire