After a competitive pitch, MITP Agency has been appointed as sole creative agency for FOMO Fremantle, the largest public-private infrastructure project in Fremantle’s history.
Backed by Sirona Capital, FOMO – formerly the Myer building – sits at the heart of the $270 million Kings Square redevelopment and forms a key component of the future revitalisation of Fremantle.
FOMO seamlessly weaves together art, architecture, culture, retail and food into an immersive sensory experience. The roughly 5000m2 make-up includes heavy hitters Varsity, IGA, Strike Bowling, Holey Moley and retro arcade parlour, B.Lucky & Sons, as well as a carefully curated mix of fan favourites such as Suku, Fry’d, Get Chunky, Uncle Joe’s Barbers and many more.
Rob Bates-Smith of Place Development, said: “MITP was perfectly suited to the dynamic, digital heavy campaign strategy required to underpin the launch of what is part of the largest public-private infrastructure project in Fremantle’s history.”
“The team’s vertically integrated, in-house approach to concept development, copywriting, design, photography, editing and post has ensured both time and cost efficiencies in producing cross-platform content and streamlined campaigns.”
“We were aware of MITP’s local track record in developing highly bespoke launch strategies that thoroughly consider brand DNA.”
“Their proven ability to build on precinct-based brand equity, while successfully retaining and representing the brand and marketing values of individual tenants, has been well-suited to FOMO.”
MITP Agency’s Creative Director Fraser Johnson, said: “FOMO represents a unique opportunity for MITP. A social media led strategy for a project of this magnitude would have been unheard of a few years ago, and shows the changing of the tide as more and more brands realise the opportunities.”
“Sirona Capital have invested a lot of confidence in us to strategise, produce and deliver a wide spanning campaign that promotes the wider precinct, whilst directly supporting its tenants through tailored campaigns.”
“With most retailers opening now through December, FOMO will deliver a game-changer for not only Fremantle, but for the retail landscape across Perth. We’re excited to usher in this exciting new phase in Fremantle’s revitalisation.”