British expert: Israel needs new image

Tuesday, October 31, 2006 |  by Staff Writer
The Foreign Ministry hosted a seminar in an attempt to boost Israel’s worldwide image bringing to light its positive attributes with the Brand Israel conference.

“It's time to bridge the gap between the real Israel and its international image,” said Foreign Minister Tzipi Livni. “Israel has much to offer to the world.”

Michael Peterman, a British expert on marketing and advertising said Israel needs to awaken to the world’s negative image on its country, see the immediate danger and begin a process to improve its image.

Experts on marketing from all over the world attended the Brand Israel seminar.

Peterman urged the Israeli government to appoint a Minister of Marketing and Advertising in the Foreign Ministry. The role of this minister would be to travel the world and advance tourism, exporting and foreign investments in Israel.

During the seminar surveys were conducted and focus groups met on branding and marketing. The other days were spent working together to create a strategic concept for the Israel brand.

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