Client: Israel Ministry of Tourism

Brief: To develop a campaign to build the Israel brand as a tourist destination, and effectively put them ‘back on the map’ following a recent advertising hiatus. Israel was aware of the negativity surrounding the region as a whole, owing to the precarious geo-political situation, and therefore simply wanted to increase the awareness of Israel as a holiday destination.

Response Summary: Total Media responded to the brief with a multi-media proposal including:

• TV – a terrestrial and satellite television ad campaign was run for a one month period, enabling the Israel Ministry of Tourism to reach 75% of their target audience in the key regions during this period
• Outdoor – Large format London Underground posters and high impact cab liveries were used to build the brand
• National Press – a combination of national newspaper supplements, and specialist press was used to build awareness and drive traffic to the Israeli tourism website
• Digital – Online ads (banners, skyscrapers and MPUs) were used to drive traffic through to the Israeli tourism website

Result: The substantial increase in visitor numbers from the UK to Israel over the campaign period achieved the goal of the tourist board that Israel would be put back onto the “Shopping List”. This was certainly true also judging by the feedback from IGTO.

Testimonial: “Total Media really understood our requirements. They delivered exactly the right strategy for us, and succeeded in helping us to put Israel back on the map. We’ve always found the Total Media team to be proactive in dealing with any issues, and always willing to go that extra mile”

Uzi Gafni, Marketing Director UK
IGTO