Israeli Tourist Board seeks ad agency to boost tourism trade

The Israel Tourist Board is searching for an advertising agency to produce a pan-European campaign aimed at communicating its tourist credentials despite the conflict in the Middle East.

The brief for the campaign will centre on Israel's cultural wealth and history along with its broad religious backgrounds.

Agencies from the UK and other European countries have been invited to pitch for the account, which is believed to be worth £2 million.

The board has not advertised in the UK for more than two years as Israel continues to battle to resolve its ongoing political and religious conflicts both within its boundaries and with its neighbours.

Previously, the business was handled by Summerfield Wilmot Keene.

The agency was given the challenge of promoting the war-torn country as an idyllic holiday destination after beating the other shortlisted agencies, McCann-Erickson, Conquest and the previous incumbent, Burkitt DDB, to the business in a statutory review.

Burkitt held the account for seven years and was responsible for creating the "Hava" TV campaign, which used the tune Hava Nagila.

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