Israel Government Tourist Ofice: Putting Israel on the Holiday Map

Awareness and consideration of Israel as a holiday destination was low. Objective: to promote Israel as a tourist destination. Media: TV (London), supported by press, posters. Evaluation: 18% increase in visitors over previous years. Sharp increase in awareness, improved images and increased consideration. Israeli ministry of tourism estimated the financial contribution was approx £9.2 million: a massive ten times the ad investment in the first 6 months. Results achieved despite shaky political environment.