TA chosen as favorite destination by British Airways

UK airline launches winter marketing campaign highlighting Israeli city as one of 10 City Break destinations, co-sponsored by Tourism Ministry, Tel Aviv Hotel Association

Danny Sadeh|Published: 10.16.10 , 08:23

British Airways has chosen Tel Aviv as one of 10 favorite destinations which it will market this coming winter. The British airline has launched an aggressive marketing campaign this week and is offering its clients City Break packages in affordable prices.

The campaign is being co-sponsored by Israel's Tourism Ministry and the Tel Aviv Hotel Association.

Campaign ads have been posted online, in leading British newspapers and in seven London underground stations. The total cost of the campaign is estimated at 1 million pounds ($1.58 million). The Tourism Ministry and TA Hotel Association contributed NIS 120,000 ($32,921.81).

Tourism Minister Stas Misezhnikov said: "The campaign will greatly increase the number of tourists from England. This is a vote of confidence in Israel as a tourist destination. The campaign is groundbreaking in efforts to present Israel as a City Break destination."

Eli Ziv, Tel Aviv Hotel Association director said that the campaign is scheduled to run during the month of October in the hopes of selling packages until the beginning of summer 2011.

British Airways chooses 10 destinations out of the hundreds it has on offer every year and creates marketing campaigns around them.

Tel Aviv's selection comes in the backdrop of a tourist boom Israel is experiencing alongside Tel Aviv's aggressive marketing in Europe and positive responses by tourists. Tel Aviv has also been said to offer freedom for the gay community which is lacking in many European cities.