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Dead Sea: Winning campaign
Photo: Dorit Nitzani
Dead Sea New7Wonders campaign wins Roaring Lion PR award
Tourism minister to receive award for excellence within public relations industry for two year campaign to promote Dead Sea as new wonder of nature

On Sunday Tourism Minister Stas Misezhnikov will receive the "Roaring Lion" award on behalf of the Prime Minister's Office and the Ministry of Tourism, which led the international campaign over the last two years to promote the Dead Sea as one of the New7Wonders of Nature.

 

The Minister of Tourism will be the guest of honor at the Israel Spokesmanship and Public Relations Association's annual event – Israel's public relations industry's excellence competition.

 

The campaign, which received impressive national and international exposure included a giant stop watch projected on the Azrieli Towers counting down to the end of the competition; international celebrities encouraging people to vote like Martha Stewart and photographer Spencer Tunick; visits by the Prime Minister and other Ministers to the Dead Sea; a filmed lecture about the Dead Sea by the Prime Minister and the Minister of Education broadcast live at schools around the country; interactive voting booths; a song written especially for the campaign and more.

 

All of these factors brought about the first place win in the international category of the Roaring Lion contest.

 

Speaking of the award Minister of Tourism, Stas Misezhnikov said: "I thank Prime Minister Benjamin Netanyahu for his personal involvement and that of his office in promoting the Dead Sea in the competition."

 

In addition, he added: "I am proud to accept the award on behalf of the office I head. This award represents the highlight in our work in promoting tourism to Israel and the Dead Sea in particular. The fact that Israel's rare natural resource received such international support is a source of optimism and pride."

 

The campaign was led by the Ministry of Tourism and the Prime Minister's Office through the Marketing Administration and the Israel Government Tourism Offices throughout the world as well as the public relations offices: Ben Horin & Alexandrovitz, Steinreich Communications, Leibowitz Berger and LAPAM, the Israel Government Advertising Agency.

 

The Roaring Lion competition which will be given out for the seventh year this year is an award for excellence within Israel's communications and public relations industry.

 

The competition’s final event will take place on Sunday, 22 July 2012 at the Tel Aviv Art Museum, the New Wing. 400 industry professionals are expected to attend the event.

 

 


פרסום ראשון: 07.21.12, 15:21
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