Objectives
- Attracting foreign tourists to Eilat and increasing demand for flights to and from Ramon International Airport.
- Treatment tailored to target audiences from different countries throughout the season
- Boosting the winter season
Campaign:
Eilat Winter Sun Festival
The Strategy
We requested the Ministry of Tourism and the Eilat Hotel Association to collaborate on the development of a 5-month festival that will include almost 35 different international events designed to appeal to a wide range of audiences. In order to hire a professional producer, we held a conference for producers, solicited tenders, and hired a professional producer. Together, we formed one continuous festival celebrating the season, called the Eilat winter sun festival. Furthermore, the festival complied with the Ministry of Tourism’s request to promote only one product.
Advertising Strategy
International tourists were provided with access to a website in five languages that promoted all the content of the event. In addition, the Ministry of Tourism was responsible for marketing the event abroad. Due to the association with major partners, many campaigns were carried out abroad, existing festivals that were included in the WSF were marketed, and different audiences were targeted according to the nature of each event. In order to reach the Israeli audience, a large amount of collaboration was undertaken with MAKO on all platforms, including an interactive digital content website. Programs such as Didi Harari and other influential leaders, massive urban branding (for the first time the fences of the vacated airport were branded, maps of the city carried the WSF logo, stickers were distributed in many businesses and stores etc.)
Target Audience
Segments based on diverse interests
Campaign Clip Examples
Analysis
As we enter the third year of the Eilat support process, we must show that there is a high demand for flights to convince the foreign airlines to increase flight numbers and destinations. In a survey conducted by the Ministry along with the Corporation at the end of the 2018 winter season, it became evident that activities in Eilat failed to meet the expectations of tourists from abroad.
Establishing a Competitive Advantage
The festival is promoted to all countries from which Ramon has flights. There is a festival where everyone will find something that interests them and can book flights according to their schedule.
Campaign Duration
November 2019- April 2020
Results
Eilat received exceptional exposure and the events were extremely well received. A similar survey of tourists returning home from Eilat’s Ramon airport at the end of 2020 was conducted in order to ensure that the desired result was indeed achieved. According to the findings, the city was rated 4.9 out of 5 on attractive content the city offers. The campaign ended one month before it was scheduled to conclude due not the outbreak of the Covid-19 pandemic.
