‘Ziona’: Not what you think

In a promotional video released online this past week, “Ziona," a young woman, speeds on her bike across the capital – clearly trying to send a message of a young and dynamic city.

October 13, 2016 16:41
4 minute read.
Hamesila Park

In a screenshot from the video, ‘Ziona’ bikes along Hamesila Park. (photo credit: FACEBOOK)


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The intentions were certainly the best – what could possibly be better than releasing a nice video showing Jerusalem from a totally different point of view? Forget about the old and historic sites, issues and stories, and make way for a new, young, vivid and energetic city, in which extreme sports are a reality on the ground... wouldn’t it be nice to attract young tourists to visit such an innovative and inviting Jerusalem?

Well... maybe, and maybe not. This was the intention behind a campaign of the Jerusalem Development Authority, presented by “Ziona” in a video released online this past week, introducing a young woman speeding on her bike across the capital – clearly trying to send a message of a young and dynamic city, worthy of a visit by young people. (See video at www.facebook.com/ zionajerusalem)


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