Partnering with Israel's Ministry of Tourism, we crafted a groundbreaking spring-summer campaign targeting European cities with easy travel connections. The campaign aimed to dispel misconceptions and highlight Israel's unique duality, showcasing Tel Aviv's vibrant nightlife and Jerusalem's spiritual depth as accessible within a single, action-packed weekend break. Focusing on Israel's compact size, the campaign framed the journey as 'Tel Aviv - Jerusalem: Two Cities, One Break,' offering European travelers an immersive experience of both cities. Visuals featuring Israeli supermodel Shir Elmaliach adorned billboards and transport hubs across major European cities, challenging stereotypes and showcasing the contrasting urban buzz of Tel Aviv and the spiritual serenity of Jerusalem with equal vibrancy.
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