Objectives
- Promoting Eilat as an ideal winter getaway full of fun free activities.
- To assist a large community of local self-employed individuals whose income was affected by the Covid-19 pandemic, by providing them with a livelihood.
- Enhancing vacation experiences by providing added value in terms of content in addition to introducing tourists to the local community.
Campaign:
101 FREE Activities in Eilat
The Strategy
Associating ‘activity’ with everything a person does, an exciting and positive experience. “101 activities, 0 cost, 1 Eilat” is a campaign that challenges and dispels common criticisms. Providing a lasting impression by meeting local artists and business owners in small and intimate settings
Advertising Strategy
Activity clips
Target Audience
Israelis
Campaign Clip Examples
Analysis
Covid19 had a major impact on global tourism, and Eilat was also deeply affected. Therefore, in such a time of unprecedented uncertainty, we aimed to continue utilizing nature as a main resource, and as an advantage to vacationers. To address the new tourism trend and to realize that tourists are no longer looking for large attractions with crowded complexes, but rather for simple and authentic local attractions that are intriguing to explore and discover.
Establishing a Competitive Advantage
An unprecedented model in Israel (a public authority funding free content on a regular basis and for five months each year).
Campaign Duration
November 2020-May 2021 (continued due to lock-down during January-February 2021)
The Challenge
The technological aspect. Initially, the idea was created on a site that was not technically designed to accommodate registrations, receptions, and feedback. Additionally, due to the lack of financial obligations, many participants who registered and reserved places did not attend the event.
Results
Definitely a success. There was a full registration for the workshops and activities, and the feedback received from those who participated was excellent. The campaign has been adopted as a permanent winter tourism campaign for Israel.
