While the impending shutdown of Fremantle's iconic Traffic Bridge threatens to disrupt the city's usual flow, local leaders aren't taking the economic impact lying down. A clever marketing campaign is being rolled out to deliver one crucial message: Fremantle is very much still open for business.
The closure, set to begin in the coming months, will see the 88-year-old bridge demolished and replaced, creating a significant transport headache for approximately 18 months. The campaign, aptly focused on positive messaging, deliberately avoids using the word 'closure,' aiming instead to highlight the city's resilience and ongoing appeal.
Boosting Business in the Face of Disruption
Fremantle Mayor Hannah Fitzhardinge acknowledges the challenge but is determined to turn it into an opportunity. The strategy involves a multi-pronged approach to keep the city's economy thriving.
Key initiatives include:
- A targeted advertising push across digital and social media platforms
- Clear, accessible information about alternative transport routes and parking options
- Promoting Fremantle's unique attractions that remain easily reachable
'We know it's going to be an inconvenience,' Mayor Fitzhardinge stated, 'but we're working incredibly hard to make sure people can still get here and enjoy everything Fremantle has to offer.'
A United Front for a Vibrant Fremantle
The campaign represents a collaborative effort between the City of Fremantle and key business groups. The goal is to present a unified front, ensuring both residents and visitors from across Perth and beyond continue to support local shops, cafes, and attractions.
This proactive stance is about more than just navigation; it's about safeguarding the community's livelihood. By controlling the narrative and focusing on accessibility, Fremantle aims to emerge from this period of infrastructure renewal stronger and more connected than ever.
