So… what's the best slogan?

Let's start from the end: Israel at Heart’s campaign to choose a PR slogan has entered the critical phase – voting.

By next Thursday we'll know which slogan will be the centerpiece of Israel at Heart's PR campaign, and the winner will have won a trip to New York or Israel, courtesy of Israel at Heart and Ynetnews.

A year ago, as a competitor on the reality show "The Ambassador," my teammates and I faced the most challenging and cool assignment we'd ever had: to produce a PR commercial about Israel for MTV.

We sat at the advertising firm's offices and brainstormed, trying to come up with a concept and a killer slogan. At some point we came up with: Israel, expect the unexpected.

We agreed it was a genius slogan; short, concise and witty. To our great surprise, the firm's creative director thought otherwise.

He felt the slogan was problematic: The connotation might be of terror attacks and bombing. The last thing anyone would want, the creative director said, is to have the unexpected happen to them while in Israel.

Back to the drawing board

This was the moment when we all learned our first PR lesson: Sometimes, a message comes across better during an hour-long lecture than a 4-word sentence. Tails between our legs, we went back to the drawing board.

I was reminded of this incident this week when I realized one of you suggested the same slogan: Israel, expect the unexpected.

A quick reminder: Last week we asked you to help us come up with a concise and witty slogan that sums up Israel at Heart's PR message. The winner would win a free trip and the chosen slogan will be featured during a PR tour of US campuses.

Thousands of entries, we picked the best

Truth be told, we expected a couple of dozens of slogans written by public relations-fanatics. However, we were bombarded by thousands of slogans that left us dazed.

The jury selected the top best slogans. Not to say that the others were bad. They just didn't – in our opinion – represent our message.

Here they are; now it's your turn to make your voice heard and vote for the slogan that best "sells" Israel. No experts, no spokespeople, no advertisers. You, the reader will determine how Israel will be represented abroad.

Vote for the one you like best. Choose the most original, daring, witty one. The winning slogan will be named "Israel's slogan" and will be featured during Israel at Heart's PR campaign at U.S. college and university campuses. The creator will win a free trip.

Good luck!

Eytan Schwartz, a 31-year old journalist from Tel Aviv, won Israel's most successful reality TV show, "The Ambassador." Schwartz has spent the year speaking about Israel on behalf of a non-profit advocacy organization, “Israel at Heart .” He is writing a regular column about his experiences for Ynet and Ynetnews