Israel kicks off branding campaign

Wednesday, October 25, 2006 |  by Staff Writer
In an effort to change Israel’s image around the world, the Israeli foreign ministry has announced the beginning of a re-branding campaign for Israel which will attempt to depict it as a peaceful and advanced country, and not a country of war and aggression.

The campaign is being kicked off today with the “Brand Israel” seminar held in Tel-Aviv in cooperation with the Israeli Association of Advertising Companies. According to the Foreign Ministry, the purpose of the campaign is “to improve Israel's image among the different audiences, in a way that will advance several objectives, mainly in the area of trade and commerce: expanding Israel's export, increasing incoming tourism and publicizing the attractiveness of foreign investments. Moreover, strengthening Israel's positive image could improve Israel's political stand as well.”

During the seminar and the entire branding process, different advertising, marketing, and branding specialists will work in conjunction with the Foreign Ministry to “sell” Israel in a way similar to any brand name, using methods such as surveys and focus groups in order to create a strategic concept for the Israel brand.

In past statements on the subject, Foreign Minister Tzipi Livni said that “for a long time Israel has ignored this 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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