Every consul and consul general seems to think they've discovered the wheel with this meanwhile this type of thing has been around forever for Israel. Eventually they will realize they have to have an actual budget to implement these things... Nice ads, all have been done before... check out www.bluestarpr.com for example...

They are all good and show different and largely under appreciated aspects of Israel and give fresh broader perspective. They are delightful and ad campaigns using them will get a large and additional tourist demographics response and image.

Try harder marketing droids. No one cares about tech work. Does Taiwan advertise itself as the leading producer of motherboards? Japan as the robot technology capital of the world? And sushi? There isn't a Japanese population here, and the worst sushi joint in NYC or LA is light years ahead of anything in Israel.

Explore the excitment of Israel based ,especially, in Jewish experiences in the land.Talk to young people that go in bicycle expeditions;that go to the inumerous national parks;of course,show the wonderfull and fine wines produced in Israel;show the religious aspects too,not as a pitoresque thing but as the spirituality of Israel. . I don't know how to explain,but I personally find Israel extremely exciting.I could spend my all life only travelling and exploring the so many differnt aspects of this amazing new and ancient country.I am not even interested in see anymore anyother country and culture other than this. Israel is the more exciting place I have ever been. I think that it is the soul of Israel that must be shown to the world,not these regular,prosaic aspects any country has. What makes Israel special is our people and our creations in this land,present and past,the joyous ones but also the painfull ones. Probably those trying to plan these advertisements do not deeply enjoy Israel.Go after people that enjoy it in order to get ideas in how to advertize. We Jews and our land are too special to be shown in so prosaic aspects,and above all,lets respect the inteligence of the tourist and elevate them to higher plans,after all nobody wants to keep being mediocre.

"wow. do you have a World's Biggest Voicemail so that me and Julian can come and eat 3rd rate sushi in it's faggy shade? too bad you didn't mention that israel is one of the world's leading exporters of ecstasy tablets or we would have immediately booked a flight and simply flung money out of our mudbath!" pffft... think again.

I came across this article and for an instant was delighted that Emerson College students, the same college I attended had something to do with this....until I saw the ads and was ashamed. Having spent more than 10 years in the ad business (and in Israel for many years), I am embarrased to say that the students who tackled this project with such passion and hunger missed the mark big time. Who is this campaign talking to? Some ads are directed to tourists, and some to business people (the phone). Who's the luxury apt targeted to? Real Estate moguls? Affluent Jews leaving their home country to move to TA? Israelis who are returning to Israel? Is this for tourists looking for short time accommdation? The tourist who cares about the "world's best spa" comes to Israel because of that and other attractions, not because Israel is a leader in cell phone technology. Like tourists are going to spend $1500 on a R/T ticket from the U.S b/c their fellow Israelis lead the world in voice mail gadgets? The campaign should focus on tourists, not on business b/c business people are already coming. The growth in business comes more so from business development relationships and government relations with contrators in other nations and this type of ad campign wouldn't sway an investor one way or another. Tourists should come or already come to Israel because there's no other place in the world where in one day, you can sun tan and surf in the morning, and then take a 45 minute drive and see the world as it was 5000 years ago. That should be the big idea! The amazing dynamics and contradictions make this country attractive, not some sushi place (which country doesn't have sushi by now?). Ad campaigns need to be relevant to the audience they talk to and can't aim to be all inclusive. That what fit eels like this attempt was trying to do - attracting anyone and anthing that lives on this planet. This is a very 1980's approach to advertising in our current world of niche media platforms. This is not the level of work I expected to see from Emerson college students. Either better and more critical guidance is needed or a refresher course on 101 technqiues is recommended.