Freo’s salty spirit

FREMANTLE is hinging its tourism future on three S’s: Spirit, Soul and Sea.

The rebranding is part of a four-year council destination marketing plan to attract more tourists to the port city.

The city’s current marketing campaign, “Fremantle be part of the story” is becoming stale, with growth figures for digital platforms steadily declining.

“People who live in Freo understand what makes it such a special place, and this strategy seeks to define and promote those unique qualities to a wider audience,” said Fremantle mayor Brad Pettitt.


“Fremantle is seen as a city that is vibrant, lively, fun, colourful, quirky, gritty and relaxed.

“Spirit relates to Fremantle’s vibrancy, liveliness, colour and fun. Soul captures our arts and culture, heritage and live music, while Sea reflects our beaches, maritime history, the port and unique coastal precincts like Bathers Beach and Fishing Boat Harbour.”

The new plan was devised by a council marketing group that includes local tourism, retail and business experts, and is chaired by Tourism WA board member Linda Wayman.

“Fremantle has diverse assets and product, like Fremantle Prison, the maritime museum and the Fremantle Markets, as well as interesting and different locals,” Ms Wayman said.

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