Think Israel
In the past, the Israel Government Tourist office had mainly focussed its efforts on the ‘religious’ holiday market. The desire now, was to appeal to a different kind of traveller and to highlight some of Israel’s overlooked charms. Through the use of youthful, revolutionary fashion photography, we invited the audience to ‘think again’ about Israel, with Tel Aviv as a vibrant modern Mediterranean city and its amazing natural wonders.

The press, web and outdoor campaign was launched at a particularly challenging time for Israel tourism, but it was a huge success despite the heightened political tension.



Role - Creative Director
Client - Israel Government Tourist Office
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