As part of the campaign, teams from Eurosport will soon visit Israel in
order to cover two major sporting events: Tour d’Israel which will take
place on March 7-10, a 4-day on-road race as part of which the cyclists will
travel through more than 600km, from the Galilee to Eilat. The channel will
also cover the First Jerusalem Marathon, scheduled to take place on March
25, whose route will take runners throughout the city.

COMING TO YOUR TV SCREENS: ISRAEL ON EUROSPORT
IN MARCH THE MINISTRY OF TOURISM WILL LAUNCH A NIS 2.5M INTERNATIONAL
CAMPAIGN ON EUROSPORT
THE TARGET: A EUROSPEAN SPORTS AUDIENCE THAT HAS THE MEANS TO TRAVEL AND
TOUR THE WORLD

Jerusalem, 15 February 2011

Lydia Weitzman, Foreign Press Adviser to the Ministry of Tourism
Tel: 052 3584395 Email: tourism.gov.il@gmail.com
www.goisrael.com www.holyland-pilgrimage.org

The Ministry of Tourism is expanding its marketing activities throughout the
world, and Israel has now arrived on the global sports channel: for the
first time, the Ministry of Tourism will next month launch an international
marketing campaign on the leading sports channel Eurosport, which has over
72 million daily viewers across Europe and another 19 million throughout the
world.

The campaign, totaling some NIS 2.5m, will air in two phases, 1.5 months
each; the first in March and the second in September and will include some
340 30-second commercials, about 3-4 per day. The commercials will be aired
around major sporting events covered by Eurosport that generate high ratings
of diverse audiences from many countries. Moreover, there will be links to
the campaign on the various websites operated by Eurosport.

The new campaign addresses a diverse target audience, of different age
groups, mainly in Europe, who are interested in sport, invest in culture and
have the means to travel and tour the world. The Ministry of Tourism’s
target is to encourage these audiences to visit Israel, emphasizing the
range of holiday, leisure and sporting activities Israel has to offer.

As part of the campaign, teams from Eurosport will soon visit Israel in
order to cover two major sporting events: Tour d’Israel which will take
place on March 7-10, a 4-day on-road race as part of which the cyclists will
travel through more than 600km, from the Galilee to Eilat. The channel will
also cover the First Jerusalem Marathon, scheduled to take place on March
25, whose route will take runners throughout the city. The coverage of these
events will be broadcast a number of times, in 59 countries, exposing the
potential tourists to Israel’s landscapes and sites.

The new campaign is part of the ministry’s wide range of marketing
activities slated for 2011 around the world, at a total investment of NIS
265m. The 2011 campaign is a direct continuation from 2010 activities, which
led to a record-breaking number of tourists visiting Israel – 3.45m. These
activities include PR, participations in fairs, hosting public opinion
formers in Israel, conducting seminars, campaigns and others.

Minister of Tourism, Stas Misezhnikov: “the presentation of Israel’s tourism
sites to European audiences who are seeking holiday destinations that
combine sport and leisure experiences, will enable us to increase incoming
tourism to Israel, while positioning it as an attractive and accessible
destination.”