"You'll love Israel from the first shalom" - this is the slogan that the Ministry of Tourism has chosen for its marketing campaign in North America, which commenced at the beginning of this month. The campaign, which will continue through November 2007, aims to bring an extra 100,000 tourists from this continent.
The $11 million dollar campaign, the largest that the Tourism Ministry has ever spent on one destination, will run advertisements on television, the Internet, print media, radio and on street billboards. According to Minister of Tourism Yitzhak Aharonovitch, the campaign will target a number of groups, located primarily in New York, Southern California and Southern Florida.
Another target group is evangelical Christians, for which the Tourism Ministry will spend $2 million on advertisements in the Christian press, leading television networks and on thousands of radio stations. The slogan for this group will be "Visit Israel, you'll never be the same."
A further $150,000 will be spent on advertisements in the Jewish press, and $190,000 on a campaign in professional tourism publications.
Published by Globes [online], Israel business news - www.globes.co.il - on June 17, 2007
© Copyright of Globes Publisher Itonut (1983) Ltd. 2007