Promote Peel: Local councils hoping to attract visitors with freeway billboard tourism campaign

A former freeway billboard ahead of the Mandjoogoordap Drive exit. Photo: Supplied.
A former freeway billboard ahead of the Mandjoogoordap Drive exit. Photo: Supplied.

Local governments in the Peel region are hoping to encourage tourists to the area with a fresh new revamp of billboards along the freeway.

The Peel Chamber of Commerce and Industry (PCCI) has recently been in talks with the City of Mandurah and Shires of Murray and Serpentine Jarrahdale to use the billboards as part of the Discover Peel project.

In a statement, the PCCI said they hoped councils could work together to "ensure a collective messaging with iconic attractions captures the passersby off the freeway and into our region".

The billboards, which are usually reskinned every six months, will soon be updated again with exciting advertisements to attract visitors to the Peel region again after the outbreak of coronavirus.

The City of Mandurah has been responsible for the management and maintenance of the two billboards located near the Lakes Road exit and the Mandjoogoordap Drive exit along the Kwinana Freeway since 2012.

A spokeswoman from the City of Mandurah said the billboards were used to showcase Mandurah's diverse attractions and that the next reskin would be ready soon.

"It is a collaborative effort between Visit Mandurah and City of Mandurah to decide what is presented on them," she said.

"Currently, Visit Mandurah are busy planning the next tourism campaign and the billboards will form part of the execution of an integrated destination marketing campaign."

Meanwhile, the Shire of Murray took sole ownership of the two freeway billboards located alongside the Kwinana Freeway and Forrest Highway, near the Pinjarra Road off-ramps in 2019.

Shire of Murray chief executive Dean Unsworth said the billboards would be especially important as the council moved to "actively encouraging" West Australians to the region now that locals were getting back to business.

"The use of the billboards will align with the Shire's strategic approach to tourism, to support destination marketing and major event promotion," he said.

"A booming tourism industry is a key component in the establishment of a thriving economy for Murray.

"The Shire is currently finalising its strategic approach through the development of a tourism strategy and marketing and communications plan."

A spokesman from the Shire of Serpentine Jarrahdale said the matter of their freeway billboards would be addressed at the June council meeting.