Ashbel, arousing curiosity
Israeli ambassador in Austria voted PR man of the year
Austrian Public Relations Association elects Israeli Ambassador Dan Ashbel as man of the year after successful 'Israel' tram project gains much popularity
Austria's PR man of the year for 2008 is no other than Israeli Ambassador, Dan Ashbel.
While the Foreign Ministry has been criticized over the years over its representation of Israel, especially regarding the Middle Eastern conflict, Ashbel, the ambassador to Austria has been greatly improving the country's image and has succeeded in creatively marketing a different Israel.
In recent days the Israeli Embassy in Vienna was informed that the Austrian Public Relations Association (PVRA) has elected Ashbel as their man of the year, beating prominent Austrian figures such as a Viennese judge, the president of the Salzburg Festival, the Belvedere Museum curator, and head of the European Union Agency for Fundamental Rights' branch in Austria.
Ashbel was nominated by a board of judges made up of members of the media, and PR figures. Voting was carried out via the PVRA's website for a period of two weeks.
The yearly title is given to candidates that do not work in the PR field themselves, but have stood out with their public activity.
Israel tram - A window into Israel (photo: Uzi Nuriel)
The project headed by Ashbel that gained much success was the "Israel" tram – a cable car that runs through Vienna while given the passengers a taste of Israel's culture. Passengers enjoy Israeli foods, music and movies on the tram.
"I am very happy to be chosen," Ashbel told Ynet, "my election proves that we have succeeded in opening a window into Israel and gotten the Austrian public curious about other subjects related to Israel – art, high-tech, developments and culture, and not just the cliché of the conflict in the Middle East.
"It proves that the effort on the part of the embassy's team in improving Israel's image has paid off. We have succeeded in arousing curiosity about Israel."
The substantial change in Austria's attitude towards Israel, according to Ashbel, is due to the fact that Israel has also changed its approach in the fight over the country's image.
"It is true that we do have political problems and disputes with a great part of the world," said Ashbel, "Sitting at home, it's easy to say 'the world is against us'. But it's not against us, it is debating with us. We tried to say – we don't agree with everything either and we are not always right, try to get to know us before you judge us."
Ashbel is already thinking of his next unconventional plan to improve Israel's image – duplicating Tel Aviv's shores on the banks of the Danube River.
"We are now looking into the possibility that for Tel Aviv's 100th year, we lead a joint project between Vienna and Tel Aviv's municipalities, in which part of the Danube is allocated for the project," he said.
