Be honest with yourself, what is the first thing comes to mind when you think of Israel?
We found it difficult to build a tourism campaign for Israel. As a brand, it just suffer with too much prejudice and opinions. So instead of educating - we just decided to stick to new brands:
Highlighting Israel’s being small as advantage, you can visit both cities in one trip.
And we just went wild with media. EVERY CAPITAL CITY IN EUROPE (+ New York)
