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Wendy O'Shaughnessy
Marketing coordinator
Cooperative advertising and promotion
find yourself in fremantle
• Changes to marketing
Fremantle
• One marketing plan
• ‘find yourself in fremantle’
Target markets
• Separate consumer markets
– Shoppers
– Tourists (primarily interstate and international)
• Share similar characteristics
• Focused and targeted approach to a specific
audience
Marketing objectives
1. Destination marketing
• Cooperative advertising approach
• Increase
– number of visitors
– dollar spend by visitors
– number of overnight stays
• Increase the number of visitors during off peak periods
2. CBD (retail and professional services)
• Cooperative advertising and promotion approach
• Position Fremantle CBD as the premium retail, commercial and
hospitality
• Lift spend and extend spend
• Increase customers to Fremantle
Cooperative approach
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Greater buying power
Better cut through
Promoting specific product
Promote Fremantle brand
TV campaign
• Partners
– Experience Perth
– Tourism WA
– Fremantle Football Club
– Qantas
• Intrastate tourists from
Melbourne and Sydney
• $33,000 prize package
• Channel 9’s Today show
Advertising
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Business choose appropriate campaign
Fully subscribed
Post campaign feedback
Return on investment
Summary
• 2010/11 financial year
– 6 CBD campaigns
– Total cost $262,000
• 2011/12 financial year
– 5 destination campaigns (to date)
– Total cost $236,000
Conclusion