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ISRAEL'S EXPANDING FASHION AND TOURISM THREAT T
TOURISM MINISTER STAS MISEZHNIKOV:
“THIS IS A REVOLUTIONARY BREAKTHROUGH, EXPOSING ISRAEL TO NEW MARKETS”

Lydia Weitzman, Foreign Press Adviser to the   Ministry of Tourism
Tel: 052 3584395   Email:   tourism.gov.il@gmail.com
www.goisrael.com     www.holyland-pilgrimage.org


For the first time, the Tourism Ministry launched an   advertising campaign  
yesterday on the Fashion Channel, reaching about 200 countries worldwide.  
The new four-month campaign, under the slogan “ Israel , it’s like magic”, is  
designed to expose the Israeli tourism product to FTV viewers (a broad  
quality market   with the means to travel to Israel). The campaign on the  
international fashion channel will allow for international exposure on an  
unprecedented scale, appealing to the general market which is interested in  
a vacation that includes entertainment and leisure alongside visits to  
historical sites, cultural activities, gourmet, wine and more.

The campaign will include a tourism image video and marketing clips that  
present Israel’s tourism sites and entertainment spots. In addition, a  
prestige calendar will be distributed featuring 12 different tourist sites  
in Israel, including Jerusalem, Tel Aviv, Haifa, Masada, the   Dead Sea   and  
more.

According to Tourism Minister Stas Misezhnikov: “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.”

The NIS 3 million campaign is part of the ministry’s overall NIS 230 million  
marketing campaign around the world, designed to increase Israel’s positive  
exposure as a tourism destination with many sites and   places of interest .  
With the arrival earlier this week of Israel’s record-breaking 3,000,001st  
tourist and the declaration that 2010 will be an all-time high for incoming  
tourism, the successful intensive marketing efforts of the ministry will  
continue into the coming years, in accordance with the ministry’s target of  
4 million tourists by 2012 and 5 million by 2015.

Examples of the advertising campaign available on request.

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