Tourism Ministry takes another shot at sexy ad

$30,000 advertising campaign sent by email depicts Israel as a party destination for the young, hip and trendy.

Beach Woman 88 (photo credit: )
Beach Woman 88
(photo credit: )
The Tourism Ministry again is looking to sell Israel as a fun, sexy place to party, once more shying away from the traditional approach of years gone by. The just launched Internet campaign entitled "No wonder Israel did not make it to the World Cup," depicts a game of beach soccer gone wrong as the players are distracted from their game by bikini-clad women playing and showering on the Tel Aviv beach. The advertisement, produced at a cost of $30,000, is being aired on the ministry's new Web site,, and was sent out as an email link over the last week to approximately 20,000 people "who are successfully passing it on to friends," a ministry spokesman said. The new Web site was launched two weeks ago as part of the ministry's focus on using the Internet to market Israel. It also follows a previous campaign run in the UK earlier this year, which set the precedent in selling the country as a trendy place to visit and not just an attraction for archeology buffs and religious tourists. The idea was to present Israel as a young and enjoyable place, which is becoming evident in the large number of young tourists bracing the shores of Eilat and Tel Aviv, explained Tourism Minister Isaac Herzog.