The campaign, conceived and created by Bodden Partners, features real travelers as they visit Israel for the first time and explore the country's most popular sites.
To create a national print, television and web ad campaign around a family and a couple's first visit to Israel, Bodden Partners spearheaded a reality TV-style nationwide search to identify and send American travelers who had always wanted to go to Israel.
A family of four from Texas and a couple from New York were chosen from the nearly 600 applications from around the world to be hosted for a 14-day visit to Israel, making stops in Jerusalem, Tel Aviv, the Galilee, Golan Heights and Negev, all the while sharing their daily experiences through updates, videos and photographs on newly created Facebook and Twitter pages:
"We are very excited for the launch of Israel's new tourism ad campaign," says Haim Gutin, Israel commissioner for tourism, North and South America, "which will highlight Israel as a sophisticated travel destination with daily scenes around the country's diverse landscape and tourism attractions."
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