Ministry of Tourism launches 3 million NIS advertising campaign in France
6 May 2008
Ministry of Tourism
www.tourism.gov.il

ISRAEL STARS ON FRENCH MOVIE THEATER SCREENS
A new three million shekel campaign from the Ministry of Tourism will be
screened in movie theaters in France with the objective of increasing the
number of incoming French tourists

A new three million shekel campaign aimed at increasing the number of
incoming French tourists is about to be launched in France by the Ministry
of Tourism. This campaign comes in response to the moderate growth of 4% in
the number of French tourists who visited Israel since the beginning of the
year, in contrast to the sharp percentage increase in incoming tourists from
other European countries (for example Italy, 66%; Spain 92% and Germany 62%
over the same period in 2007).

For the first time, the Ministry of Tourism campaign will include
advertisements screened in French movie theaters, as well as the print
media, trade press and the Internet. The first part of the six week, three
million shekel campaign will begin in the coming days and the second phase
of the campaign, with a similar budget, will run from October for a similar
time frame. The campaign will replace the window display campaign that
included the marketing of Israel on 300 display windows of the travel agency
Carlson Wagonlit.

France represents the European country with the highest number of tourists
visiting Israel, with the number of incoming tourists larger by several
thousand than those visiting from other European countries such as England,
Germany, Italy and Spain. 18,000 French tourists visited Israel in March
2008, an increase of 3% over March 2007. During the first three months of
2008, 47,000 French tourists visited Israel, an increase of 4% over the same
period last year.

The new campaign is targeted at the general French audience while the
Ministry of Tourism hopes that the campaign will also boost the number of
French Jewish tourists. About 55% of the French Jewish community visit
France annually, with many returning visitors. The campaign targeted at the
Jewish community runs throughout the year and in cooperation with Jewish
community leaders.

Director General of the Ministry of Tourism Shaul Tzemach: "The Tourism
Ministry attaches great importance to our marketing activities in France,
where the potential for growth in the number of incoming tourists is very
high. The main emphasis will be on Israel as a desired tourist destination
that offers the French tourist a rich, cultural and exciting experience. The
target is to bring half a million tourists from France annually from the
year 2012."
In addition, a convention of the Association of French Travel Agents under
the banner of Israel's 60th anniversary will take place in Israel from 22-25
May, with the anticipated participation of 250 travel agents from Paris and
the periphery, accompanied by about 20 journalists.