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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 • • • • 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 • • • • 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