Israel to re-brand itself in the world

Tuesday, September 12, 2006 |  by Staff Writer
Israeli Foreign Minister Tzipi Livni is currently working on a multi-year plan to re-brand Israel and to improve its image around the world. Livni is currently in contact with the Treasury Ministry to try and obtain a $20 million budget allocation for the project.

The purpose of the plan is to rid Israel’s image around the world as an aggressor and a warmonger, and to expose the international media and the public to Israel’s more attractive sides such as the contributions to medicine and science, great achievements in high-tech, conquering of the desert, contribution to world culture, the extraordinary number of Nobel Prize Laureates, and Israel as a great place for foreign investments such as the selling of Iscar to Warren Buffett.

Livni said that “for a long time Israel has ignored the part of public diplomacy because of lack of resources and it’s about time to invest more in the battle for public image. The return we will get will be greater than anyone could imagine.”

During the re-branding process, Israel will launch advertising campaigns in the US, Europe, and the Far East, where Israel’s positive sides would be presented. The campaign will include internet, television, and outdoor advertisings, as well as increasing Israel’s presence in international conferences and events.

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