Summerfield Wilmot Keene has been handed the challenging task of promoting war-torn Israel as an idyllic holiday destination, with its appointment to the Israeli Tourist Board account.
The agency secured the pounds 2 million account following a statutory review.
The tourist board was, initially, talking to nine agencies, but shortlisted McCann-Erickson, Conquest and the incumbent, Burkitt DDB, in the final round.
Burkitt DDB had held the Israeli Tourist Board account for seven years, and it produced the well-known 'Hava' TV campaign. The new work will not use the 'Hava' tune.
SWK has been appointed to create a total communications campaign, including direct marketing and sales promotion. Media buying will be done through Media Buying Services.
The agency takes up the difficult task from 1 January. At present, it is impossible to predict how the work will develop, as the conflict in the area has turned the region into an unlikely holiday destination.
Malcolm Summerfield, the chairman and chief executive of SWK, said: 'We are thrilled to have won the account. We're looking not only to developing tourism to Israel but also, sadly, to rebuild it.'