… but not Jerusalem?
The Jerusalem Post reports today how the Ministry of Tourism is using racy imagery to promote Israel tourism in the UK.
Far from the days of portraying Israel as a haven for archeological enthusiasts and tugging on religious sentimental strings, the Tourism Ministry is now selling Israel as a place to party … Yoram Rubinger, creative director at advertising and branding agency Open (which was not associated with the project) said the advertisement sends a positive message to young travelers that Israel is a fun destination, comparable to Greece and Turkey.
The associated Web site, thinkisrael.com, illustrates Eilat with a sultry eyed hottie in a pool and the tag line “where rain never falls” – the ad for Tel Aviv, “the 24 hour mediterranean city” has a long limbed cutie sitting at the beach – the Dead Sea ad shows us a scantily clad model frolicking on what looks like a pile of salt in the region described as “the lowest point on earth.” Jerusalem is not ignored, but instead of gracing us with a pic of one of the city’s many hotties, we get basically a pile of anonymous, non-denominational old rocks, somewhere in the Old City. And no clever tag lines.
Clearly some will take umbrage with the imagery used to promote Israel. Others will bemoan Israel’s impending Ibizafication as our local hot spots are inevitably overrun by drunken English yobs and
football soccer hooligans. For my part, I welcome all efforts to promote travel to Israel. I am also happy that this Yoram Rubinger dude, like many of his Israeli contemporaries, remains clueless about the secret hottness of Jerusalem. That just means that there’ll be more of that sweet stuff for me – and really, I hate sharing.