As Israel breaks new records for tourism (hello tourist 3,000,001 who arrived this week amid much fanfare!), the Tourism Ministry is also breaking new ground in areas to promote the Holy Land. This week it launched a new campaign on FTV, home of the swaying models and long, shiny catwalks. A channel broadcast to some 200 countries worldwide and therefore the source of many a potential visitor…
The campaign will be spread over four months (at a cost of some 3 million shekels) and will feature an “Israel – It’s Like Magic” slogan.
FTV viewers have been targeted largely because of their apparent interest in culture and the good life, two things in big supply here in Israel. They’ll be hit with a tourist video and clips that present Israel’s tourism sites and entertainment spots.
Our man in Jerusalem, Tourism Minister Stas Misezhnikov, was a happy camper once again (has he just had a lucky year or 2 or is he actually the reason for all the tourists?):
This is a revolutionary breakthrough, highlighting Israel’s historical, cultural and religious sites and exposing Israel as an attractive tourism destination to new markets – FTV viewers who follow new trends and choose their leisure and vacation destinations accordingly.
So are we about to witness the arrival of uber cool and trendy visitors to the Holy Land? Personally, I say there’s nothing wrong with a few supermodel-like types strutting their stuff down the streets or on the fine sandy beaches of Tel Aviv…