The Israeli Ministry of Tourism has launched a €2.6 million advertising campaign for attracting visitors the upcoming winter season. The campaign is based on the growing willingness of travellers to go anywhere.
The “Anywhere” campaign was prompted by a recent research by Google, revealing that travellers are increasingly searching for holidays without a specific destination in mind. Moreover, in the first half of 2023, searches for “Google flights to anywhere” increased 400% compared to the same period last year, giving the name of the campaign.
The new campaign we are launching is no longer a film with a uniform appearance. It speaks the language of the tourist and illustrates the power of the tourist experience in Israel, while generating a sense of FOMO in the viewer.
Haim Katz, Israely Minister of Tourism
Three short ads have been created, one showcasing Israel as a whole and two focusing on Tel Aviv and Jerusalem respectively. Depending on the target audience, a different version will be shown to prospective visitors, but all are intended to awaken a “fear of missing out” (FOMO) syndrome in viewers, taking advantage of the spontaneous travel trend.
“As a destination known for its innovation, we are also adapting our messaging based on the most up to date trends in global consumer habits, both in the medium and the messages,” said Eyal Carlin, tourism commissioner to North America for the Israel Ministry of Tourism. “While people are searching to go anywhere, we are here to show that Israel has anything and everything and is much more than Anywhere.”
The digital campaign has been released in the US, Canada, the UK, Germany, France, Italy and Spain and will run for the following two months. The Ministry of tourism is hoping to reach 70 million viewers worldwide through ads on YouTube, smart TV apps and websites.
