Israel to launch tourism campaign

The Israeli tourist board is reportedly offering advertisers GBP2 million to come up with a campaign to sell the country as a tourist destination. According to The Times, the tourist board is inviting applications from agencies that can come up with a campaign that “centres on the country’s cultural wealth and history as well as its broad religious background”. The newspaper reports that tourist income in Israel has fallen from GBP2.3 billion in 2000 to GBP1 billion last year, though visitor numbers have increased rapidly since the end of the war on Iraq. For example, there were 54% more visitors in July than in the same month of the previous year. A spokesman for the Israel Tourist Board reportedly told The Times: “Even though the media magnify the problems in Israel, the reality is that Israel is a safe place to visit. Security is stringent and tourists are not targeted, while El Al is probably the safest airline flying at present.” The newspaper canvassed the views of the advertising agency M&C Saatchi, whose managing director Tim Duffy said: “Younger holidaymakers will be attracted to diving and ecotourism. Some want a holiday with a vibrant club and bar scene. Others will come for archaeology or religious pilgrimages. You need to target specific groups and sub-brand Israel.” In other words, don’t mention the war, The Times helpfully adds.