Market Wise

Model & businesswoman Sheli Gafni will lead a campaign aimed at encouraging parents of newborns to donate to the Human Umbilical Cord Blood Bank and Registry at the Hadassah Medical Ctr.

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October 11, 2007 06:56
3 minute read.
SHELI GAFNI 88 224

SHELI GAFNI 88 224. (photo credit: Courtesy)

 
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CONVENTIONAL WISDOM says that in Israel, everything is politics. That being the case, there's nothing surprising in the fact that MK Benny Elon, chairman of the National Union Party, on Tuesday launched a million-dollar advertising campaign to promote "The Israeli Initiative - The Right Road to Peace." The project will include approximately 400 billboards, an extensive Internet campaign in Hebrew and English, a Web site in seven languages (www.hayozma.org) and the distribution of a 16-page booklet to key decision-makers in Israel, the US, Canada, Europe, South America, Asia and Arab countries. "The Israeli Initiative" is MK Elon's proposed solution for solving the Israeli/Palestinian conflict. It is based on three principles; a humanitarian solution, a regional solution and Israeli sovereignty over Judea and Samaria. INTERNATIONAL MODEL and businesswoman Sheli Gafni who recently gave birth to her third son, Oryan, will lead a print media, television radio and Internet campaign aimed at encouraging parents of new born babies to donate to the Human Umbilical Cord Blood Bank and Registry at the Hadassah Medical Center in Ein Karem. The use of human umbilical cord blood from newborns is providing a vital source of help for cancer patients requiring bone marrow transplants. The major advantages of human umbilical cord blood transplants versus bone marrow include a higher tolerance level and its potential as a source of readily available stem cells. Gafni and her husband Ofek Khairi believe it is important to get across the message that lives can be saved by donating and preserving umbilical cord blood. The campaign is being handled by the Hanan Ziso public relations firm. A.I. MARKETING and Sports Products, exclusive importers and distributors of Replay and Steve Madden footwear for men, women and children, are launching a NIS 1 million advertising campaign that includes billboards, posters at bus stops, newspapers and magazines. The account is being handled by Golan Nehedera. WHAT OTHER people say about you sometimes carries more weight than what you say about yourself. On this premise, Direct Insurance (Bituah Yashir) is mounting a month-long advertising campaign based on media reports about renewal of comprehensive motor vehicle insurance policies. Direct Insurance with a reported renewal rate of 78 percent, outstripped AIG which scored 75% and Migdal 73%. The campaign is being handled by Shalmor Avnon Amidar Y&R. ELIGIBILITY FOR lotteries conducted by supermarkets usually involve purchases to a sum total of a triple-digit figure. Not so the new lottery introduced this week by Supersol Big and Supersol Sheli (My Supersol). Any purchases in these stores gives shoppers instant eligibility, however, those who buy products whose total value is NIS 100 or more, will receive two lottery tickets. In previous years the prize was a charter flight to some European destination. The current prize is much more valuable - NIS 1,500 worth of merchandise per month for a period of 10 years. Supersol is spending NIS 2m. on a marketing campaign for the lottery, which will operate from October 10 to November 9. SHOHAM, LESS than a half hour's drive from Tel Aviv has become one of the preferred places of residence for young, upwardly mobile couples who want to raise their children in an area that is relatively free of pollution, but close enough to major urban centers for an easy commute. With this in mind, Parshovski Investments and Construction put in a bid for a tender published by The Israel Lands Authority and won the right to build 204 country-style residential units. The project includes 14 five-story buildings and six three-story buildings. Parshovski is investing $500,000 in a marketing campaign to make people aware of the project. Advertising Agency Hila & Partners is putting together television commercials and print media advertisements that will appear in national and local publications. ONE OF the joys of the Internet for those who are Internet savvy, is that users can avail themselves of any number of services for which they used to have to take a number and wait in line. For those who know how to use it, the Internet has obviated that waste of time and effort. Among the Internet services the public is increasingly using are banking services. At Bank Leumi, for instance, over the past year there was a 50% increase in Internet activity on the part of the bank's clients, with some 50 million hits. This prompted bank management to upgrade the Web site at an investment of NIS 6.5m. The user-friendly site is accessible at www.leumi.co.il. WEATHER FORECASTER Danny Roup will head the NIS 2m. marketing campaign for the Clal Health Group, which is being run by the Gitam BBDO Advertising Agency. Roup will receive $250,000 for his part in the project.

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