ISRAELI MINISTRY OF TOURISM

Service:

  • Digital Marketing .
  • Influencer marketing.

Mission:

  • Present Israel as a gay-friendly destination, focusing on the Tel Aviv Gay Pride Parade, one of the world’s most important gay-themed festival.
  • Bringing Israel closer to the gay audience and young people.
  • Present the current active tourism offer in Israel.

Strategy:

  • To complement to the invitation of several gay-themed media, Promotourist secured the support of two YouTuber influencers to reach a wider and in general a younger target.
  • From the different options available, Promotourist chose and invited The Tripletz, a YouTube channel comprised by two twenty-odd DJs with more than 380,000 followers in this medium and 600,000 on Instagram who combine their casual vision of life with a very active role in the defence of homosexual rights.
  • Promotourist agreed on a minimum number of insertions in both channels.
  • Promotourist, in collaboration with the Ministry of Tourism of Israel, organised a visit to the country that combined active attendance of the Tel Aviv gay parade with visits to other points of interest.

Results:

  • The video of The Tripletz’s visit to Israel was published on June 27 and ran up 150,000 views in a matter of days. Six months later, the video has been seen by 200,000 people.
  • Both members of The Tripletz posted pictures on their Instagram, with an average of 30,000 likes in each of the photos they posted.
  • Thousands of people discovered a relatively unknown side of Israel and decided to visit the country or put it on their list of places to visit in the near future.

Service:

  • Marketing.
  • Digital Marketing.
  • Communication and PR.

Mission:

  • Present Israel as a tourist destination for short breaks (city breaks) and present the country’s active tourism offer.
  • Moreover, consolidate the segments of religious, cultural, historical and gastronomic tourism.

Strategy:

  • Promotourist focuses its strategy on three aspects: providing continuity and quality information to the media; inviting the media to visit the country; presenting a friendly and close image of the destination, emphasising its proximity to Spain and its unique elements.

Actions:

  • Sending of two monthly press releases
  • Sending of a monthly newsletter to the press and to travel agencies
  • Events with journalists/bloggers to present Israel:
    • Press events that include thematic visits to Jewish neighbourhoods and meals in Kosher restaurant.
    • Events, including spa activities, to know the benefits of treatments in the Dead Sea.
    • Press events at tourist fairs such as FITUR.
    • Participation and sponsorship of an annual travel blogger meeting.
  • Set up interviews with representative of the Israeli Ministry of Tourism.

Results:

  • 44 journalists visited the country on organised press trips in the first 6 months.
  • 274 media publications.
  • Some relevant impacts:

El Viajero (El País); “Jerusalén, la ciudad extramuros”

El País Internacional; “El Orgullo Gay desborda las playas de Tel Aviv”

National Geographic; “Nazaret, viaje a la cuna del cristianismo”

Elle; “Israel, según María León”

Cinco Días; “Jerusalén, donde las piedras y las gentes sí hablan”

  • As a result, Spanish tourism in the first half of 2017 increased by 38% compared to 2016.
  • During the summer 2017, Israel is the destination experiencing the biggest growth in online mentions (Tw + Ig, +112%), as an indicator of travel desire in the Spanish market.
Case: The Tripletz

Service:

  • Digital Marketing .
  • Influencer marketing.

Mission:

  • Present Israel as a gay-friendly destination, focusing on the Tel Aviv Gay Pride Parade, one of the world’s most important gay-themed festival.
  • Bringing Israel closer to the gay audience and young people.
  • Present the current active tourism offer in Israel.

Strategy:

  • To complement to the invitation of several gay-themed media, Promotourist secured the support of two YouTuber influencers to reach a wider and in general a younger target.
  • From the different options available, Promotourist chose and invited The Tripletz, a YouTube channel comprised by two twenty-odd DJs with more than 380,000 followers in this medium and 600,000 on Instagram who combine their casual vision of life with a very active role in the defence of homosexual rights.
  • Promotourist agreed on a minimum number of insertions in both channels.
  • Promotourist, in collaboration with the Ministry of Tourism of Israel, organised a visit to the country that combined active attendance of the Tel Aviv gay parade with visits to other points of interest.

Results:

  • The video of The Tripletz’s visit to Israel was published on June 27 and ran up 150,000 views in a matter of days. Six months later, the video has been seen by 200,000 people.
  • Both members of The Tripletz posted pictures on their Instagram, with an average of 30,000 likes in each of the photos they posted.
  • Thousands of people discovered a relatively unknown side of Israel and decided to visit the country or put it on their list of places to visit in the near future.
Israeli Ministry of Tourism

Service:

  • Marketing.
  • Digital Marketing.
  • Communication and PR.

Mission:

  • Present Israel as a tourist destination for short breaks (city breaks) and present the country’s active tourism offer.
  • Moreover, consolidate the segments of religious, cultural, historical and gastronomic tourism.

Strategy:

  • Promotourist focuses its strategy on three aspects: providing continuity and quality information to the media; inviting the media to visit the country; presenting a friendly and close image of the destination, emphasising its proximity to Spain and its unique elements.

Actions:

  • Sending of two monthly press releases
  • Sending of a monthly newsletter to the press and to travel agencies
  • Events with journalists/bloggers to present Israel:
    • Press events that include thematic visits to Jewish neighbourhoods and meals in Kosher restaurant.
    • Events, including spa activities, to know the benefits of treatments in the Dead Sea.
    • Press events at tourist fairs such as FITUR.
    • Participation and sponsorship of an annual travel blogger meeting.
  • Set up interviews with representative of the Israeli Ministry of Tourism.

Results:

  • 44 journalists visited the country on organised press trips in the first 6 months.
  • 274 media publications.
  • Some relevant impacts:

El Viajero (El País); “Jerusalén, la ciudad extramuros”

El País Internacional; “El Orgullo Gay desborda las playas de Tel Aviv”

National Geographic; “Nazaret, viaje a la cuna del cristianismo”

Elle; “Israel, según María León”

Cinco Días; “Jerusalén, donde las piedras y las gentes sí hablan”

  • As a result, Spanish tourism in the first half of 2017 increased by 38% compared to 2016.
  • During the summer 2017, Israel is the destination experiencing the biggest growth in online mentions (Tw + Ig, +112%), as an indicator of travel desire in the Spanish market.