Fremantle launches NEW DESTINATION BRAND ‘This Is Fremantle’ via Juicebox


Fremantle – one of WA’s most visited destinations – has launched a new destination brand and visual identity to tourism industry stakeholders. The launch coincides with the Australian Tourism Exchange (ATE) being held in Perth this week.


Last night’s brand reveal at the Fremantle Maritime Museum was the culmination of a six-month brand strategy project delivered by the City of Fremantle, the City’s Destination Marketing Working Group and award-winning creative agency Juicebox.

The delivery of a new destination brand for Fremantle was identified as a priority within the City of Fremantle’s Destination Marketing Strategic Plan released in November 2018.

Fremantle Mayor Brad Pettitt said the launch of Fremantle’s new brand and visual identity comes during a time of unprecedented renewal in the city, with the impending completion of the $270 million Kings Square Renewal project and significant investment into hotels, hospitality and entertainment.

“Fremantle is currently undergoing a once-in-a-generation transformation thanks to a huge level of public and private investment,” Mayor Pettitt said. “The Kings Square redevelopment will see new shopping, dining and entertainment options come on line by the end of 2019, which will add to our already vibrant and diverse city centre.”

The chair of the City’s Destination Marketing Working Group, Linda Wayman, said the new brand was a bold and contemporary stake in the ground that echoed the spirit, soul and intimate connection to the sea that Fremantle is famous for.

“Fremantle has a reputation for its artistic, creative and laid back nature. However we wanted to capture the sophistication and polish that now exists within our city’s high-end boutique retail, fine dining, craft beer and hospitality scene.”

Fremantle was recognised as a top ten city in the world in Lonely Planet’s ‘Best in Travel’ in 2016. In 2017, Fremantle was ranked Perth’s most popular entertainment precinct in a study carried out by Tourism Western Australia. Fremantle boasts some of Western Australia’s most significant and visited tourism attractions, including the UNESCO World Heritage Listed Fremantle Prison, Fremantle Markets, Western Australian Maritime Museum and popular precincts such as the award- winning Fishing Boat Harbor, Cappuccino Strip and historic West End. It has also staked its reputation as a festival city, with events such as the Fremantle International Street Arts Festival and music festivals including St. Jerome’s Laneway and Falls Festival attracting thousands of revellers every year.

Bathers Beach, the only beach in Western Australia where you can be served an alcoholic beverage while relaxing on the sand, is one of many stunning swimming beaches just minutes from an array of new or refurbished hotel and accommodation options. Fremantle is also the gateway to the popular Rottnest Island, with the majority of the island’s ferry services departing from Fremantle’s Victoria Quay.

As part of the brand roll-out, a full range of collateral and content – including images, videos and industry resources – has been developed. This is being made available to industry and trade to ensure the most up to date destination information is accessible for trade partners to distribute. Consumer information has also been made available on a rebranded website at

Juicebox collaborated with production partner Rhythm Creative Content to produce the ‘This is Fremantle’ video suite. Six 15-second videos are included in the first phase, which will be used online and in cinema. More will be added over time as the campaign develops.

Currently, Juicebox is working with local photographers to establish key imagery for use in the brand’s consumer campaign launching late May. The videos will also play a key role in this campaign.

Creative Director Anthony Nankervis said the brand is unapologetic in design.

“The statement ‘This is Fremantle’ was crafted not just as a bold pitch to potential visitors and business partners, but as a catch-cry that Fremantle natives can use proudly to represent their stories and their city.”

The brand roll-out is the first of many projects prioritised as part of the Destination Marketing Strategic Plan which will also see a focus on major events, conferences, cruise shipping, visitor experience, product development, tourism industry capacity building and cooperative marketing campaigns.