Court Burkitt to make Israel ’home of millennium party’

Court Burkitt & Company is launching its first millennium campaign for the Israel Government Tourist Office.

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

year-round sun.’



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

year.



The ads were written by Jon Canning and art directed by Steve

Chetham.



Media was planned and bought by Court Burkitt through IPM.