Court Burkitt & Company is launching its first millennium campaign
for the Israel Government Tourist Office.
The pounds 1 million poster campaign, which kicks off this month,
introduces the new strapline: ’Israel. Where the first millennium
began’, and heralds the start of the pre-millennium campaign.
Two executions emphasise the fact that Israel is the real home of the
millennium. The first features a line of three camels strolling along
the beach at sunset above the line: ’In the year 2000 do you really want
to say you went to Florida?’ The second execution features a panoramic
view of Israel’s skyline, including the Dome of the Rock, and asks: ’Can
you really experience the Millennium in SE10?’
Paddy Sutton, account director at Court Burkitt, said: ’It makes sense
to focus millennium attention on Israel. Not only is it where the first
millennium began, it’s also a beautiful country that has the key
ingredients for a great holiday: world class food and hotels and
The Israel Government Tourist Office awarded Court Burkitt the account,
which is in addition to its main account, at the end of last year after
a pitch which included CDP and Saatchi & Saatchi. The agency was also
re-appointed to the main travel account after a separate review last
The ads were written by Jon Canning and art directed by Steve
Media was planned and bought by Court Burkitt through IPM.