תאגיד התיירות העירוני אילת

Eilatis Love 2 Host

tourisme_admin — Mon, 26 Dec 2022 11:45:39 +0000

Objectives

Improving Eilat’s public image while minimizing negative online responses.

Promoting the advantages of Eilat as the ideal winter vacation destination.

Connecting tourists with the locals.

Campaign:

The Strategy

The purpose of this initiative is to connect the various audiences with those service providers whose services directly affect the tourist in different segments of hospitality, such as diving, desert trips, cuisine, entertainment, etc. This is accomplished by capturing and portraying the life stories of the service providers and highlighting their love of hosting.

Advertising Strategy

We have created a dedicated Facebook page featuring a series of clips highlighting Eilat as a tourism hotspot.

Radio, TV and press articles.

Target Audience

Everyone

Campaign Clip Examples

Erez Herrnstadt – Desert

Boaz Samurai – Diving

Analysis

It has become clear to us that irrespective of the available activities in Eilat during winter, all articles that are published online regarding accommodation options in Eilat are accompanied by negative reactions and critical and harsh discourse about the city, primarily focusing on the extremely high prices and a lack of activities.

Establishing a Competitive Advantage

Eilat residents are by nature hosts. ‘Eilatis are accustomed to hosting family, friends and acquaintances throughout their lives, and no holiday or summer goes by without receiving a call from someone they know saying, ‘I’m on my way to Eilat’ and then suddenly ‘landing in your living room’! We all have mattresses are kept behind closets, meaning that Eilat residents are all hospitality-minded, whether or not 80% of the city’s residents are directly involved in tourism or hospitality.

Campaign Duration

Winter 2016+-2017 between the months of November and March

Results

This campaign was a great success beyond any expectations, so much so that it was adopted by the city as the official tourism slogan of Eilat and became the name of the official Facebook page for Eilat Tourism.

PR Examples

Mako

Yediot Ahronoth

הפוסט Eilatis Love 2 Host הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

101 FREE Activities in Eilat

tourisme_admin — Mon, 26 Dec 2022 11:46:53 +0000

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:

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

Sea Activties

Desert Activities

101 Activities Clip

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.

הפוסט 101 FREE Activities in Eilat הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

Eilat Winter Sun Festival

tourisme_admin — Mon, 26 Dec 2022 11:47:47 +0000

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:

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

Sun Festival Clip

Winter Festival Clip

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.

הפוסט Eilat Winter Sun Festival הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

Eilatis Love 2 Host Package

tourisme_admin — Mon, 26 Dec 2022 11:48:31 +0000

Objectives

Enhancing public awareness of Eilat’s winter vacation benefits.
Increasing tourist traffic to Eilat during the winter season
Incorporating continuous content for tourists, community members and small businesses

Campaign:

The Strategy

A sales and image campaign aimed at promoting five weekends in the city for foreign and domestic tourists during the winter season. The weekends are characterized by their special content and combine accommodation packages with activities for a range of audiences.

“Children’s Stars Weekend”

‘’Stand Up Comedy Weekend’’

‘Chamber Music Weekend’

“Jazz Festival Weekend”

‘Eilat Street Theater Festival Weekend’

Advertising Strategy

An extensive four-month collaboration with Israel’s largest news site, YNET. The production of a series of filmed articles on a variety of hot topics, advertisements, promotions content, and developing a major campaign on Galgalatz radio station to strengthen the brand along with a digital campaign supporting the videos.

Target Audience

Generally focusing on two main target audiences, with slight adjustments for each weekend:

Families – Suitable for families with children seeking a fun vacation with family-friendly attractions and street performances.

Culture – Attracting an audience seeking quality cultural events during the chamber music and jazz weekends.

Different audiences with various interests and subjects are profiled (i.e. people who intend to stay at hotels and guesthouses, people who rent holiday apartments, people who like to travel / camp / listen to music, and more

Campaign Clip Examples

Publications produced as part of the campaign

Especially in winter -see Eilat in a different light

Discover Eilat’s romantic restaurants

There’s a lot to love about our country

A gateway to desert nature – Eilat

A budget-friendly vacation in Eilat

Sun, sea – and festivals

Theatrical attractions

Shachar Tzuberi’s Culinary Tourבאילת

Analysis

In the winter, Eilat is expected to experience a decline in bookings from the private market. Several events are scheduled for the winter period, but these events are not enough to increase traffic and satisfy demand. Despite its seaside location, Eilat is still not considered as an attractive winter destination due to the perception that there are not many activities available, without water activities.

Establishing a Competitive Advantage

The abundance of free content enables tourists to experience the winter activities of Eilat and take advantage of the warm winter temperatures as opposed to colder ones.

Campaign Duration

Winter 12.08.18-20.03.19

The Challenge

An inability to quantify cost versus benefit when the sale is split among several commercial entities.

Results

Events and contents within the marketed weekends were fully booked. In contrast to the previous vacation experience, in which guests usually opted to stay inside the hotels for most of their vacation instead of exploring the city, the new experience of a themed weekend in Eilat with the participation of local businesses offered an entirely new and special experience. In addition, it was extremely effective as it altered perceptions regarding a winter vacation in Eilat and the assumption that there was nothing to do in the city.

הפוסט Eilatis Love 2 Host Package הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

The Best Place to Visit Right Now is Eilat

tourisme_admin — Mon, 26 Dec 2022 11:48:57 +0000

Objectives

Encouraging Israeli tourists to visit Eilat in the summer without being intimidated by crowds
Although all flights around the world stood at a standstill, Eilat remained accessible and the perfect choice for those seeking a getaway.
Overcome the fear of crowding before vaccination.

Campaign:

The Strategy

Through a series of exciting videos filmed mostly in natural settings, we aimed to convey the simple enjoyment of Eilat, its blue sea and red desert. Additionally, extensive national coverage was provided that promoted Eilat as a safe place during unprecedented times of anxiety. ‘The Best Place To Visit Right Now is Eilat’ is the slogan that was selected to ease the decision of visiting Eilat, based on the understanding that Israelis have a strong desire to travel and that Eilat is the most feasible.

Advertising Strategy

For the first time, we partnered with a leading advertising agency, which developed a wonderful creative. Marketing activities included many short broadcasts on television, an extensive partnership with MAKO on all platforms, and a mini site specifically dedicated to Eilat. Various radio programs with internationally renowned broadcasters, a print and digital campaign which offered information about open spaces in Israel, and an extensive digital campaign utilizing videos.

Target Audience

Israelis

Campaign Clip Examples

Sea

Desert

Analysis

Covid-19 restrictions prevented international tourists from traveling to Israel, and the vaccine has yet to be developed. Holidaymakers primarily chose B&Bs and private villas as locations to spend their vacations, rather than crowded options. Eilat is usually a crowded city during the summer months, therefore, to overcome the concerns of those wishing to visit Eilat the then Deputy Mayor of Eilat, Mr. Eli Lankri approached the government to construct the ‘Green Label’ campaign. The campaign included requiring those wishing to enter Eilat to display a negative Covid test result prior to entering the city, thereby providing a sense of security.

Establishing a Competitive Advantage

By establishing the Green Label campaign, the city was able to establish a sense of security during the unprecedented times of uncertainty of the Covid-19 era.

Campaign Duration

6-9.2020

The challenge

Operating a ‘Green Label’ city and all that it involves (bureaucracy, financial, systematic, etc)

Results

Eilat enjoyed one of the best summers in tourism in its history thanks to the ‘Green Label’ procedure, a broad national campaign, and closed skies.

הפוסט The Best Place to Visit Right Now is Eilat הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

Terminal Chapter

tourisme_admin — Mon, 26 Dec 2022 11:51:46 +0000

In the year following its evacuation, and just prior to the transformation of the old terminal in Eilat, it was revived. As part of a joint initiative between Eilat Municipality and Eilat Tourism Corporation, in collaboration with the Ministry of Tourism and Elad Theater, visitors were invited to a multidisciplinary and ground-breaking exhibition, which spanned 3,000 square meters, in cooperation and inspired by the international project One Voice, a global art project which was launched at the dawn of the Covid-19 era. In order to promote social values of love, appreciation, resilience, identification, and equality, this event was intended to illuminate different regions of the world through art and culture.

Artistic directors of the project, Marina Posner, curator and producer of conceptual entertainment experiences, and Shay Pitovsky, director and playwright, artistic director of Elad Theater, invited a group of leading, multidisciplinary artists to create works based on the theme of travel, terminal, and nomadism in Eilat’s old and iconic airport. This exhibition featured a variety of works, including theater videos, kinetic sculptures, photography, painting, space installations, digital Zen installations, AR, VR, and artificial intelligence installations, interactive installations that encourage movement, and more.

Participants and Presenters:

Adar Keilin, Eyal Gross, Itai Zelait, Ariel Sarni Brown, Jason Danino Holt, Guy Hadani, Doron Asayag D. turtle, Daniella Maroz, Hagai Isenberg, Hofit Sabag, Tal Rosen Eliezer, Yoav Veld, Yoel Peled, Lior Zalmanson, Limor Gurion, Morris Cohen, Moran Duvshani, Mia Agam, Marina Posner, Nir Aduni, Eden Azulai, Einat Amir, Einat Steckler, Ronen Shahrabani, Rossello Shamaria, Ran Salvin, Tom Danielli, Tomer Haroubi, Mama.kamila, # Tag art

Click here to enjoy a virtual visit

הפוסט Terminal Chapter הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

Eilat Free

tourisme_admin — Mon, 26 Dec 2022 11:52:13 +0000

Eilat is a popular vacation destination for Israeli holidaymakers, especially during the summer of 2021 when Covid-19 was in brief recess. A variety of content was made available throughout the city on a no-cost basis as part of the city’s evaluation for the many tourists excepted between July and October. In order to provide visitors with a variety of content that would be suitable for the hot season, our contents were customized with the aim of providing them with small, safe, and enjoyable groups of visitors for intimate touristic and community events.

There were several activities that took place, including a Dancing Tour, developed by Elad Theater as a headphone in motion party along Eilat’s promenade. During the pleasant morning hours and the sunset breeze, tourists participated in seaside yoga sessions, a selection of water-based activities, such as SUP intros, sea walk sessions with an instructor and a variety of fun water games for children. A local DJ entertained the crowd on Thursdays, a Welcoming the Shabbat reception was held on Fridays at the Dekel Beach, guided tours throughout the week in the Bird Park, aerial acrobatics performances, colorful shows at the spectacular musical fountain, visits to the art gallery and more.

Click here to view footage

הפוסט Eilat Free הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

Eilat Package

tourisme_admin — Mon, 26 Dec 2022 11:52:38 +0000

Objectives

Introducing the advantages of a winter vacation in Eilat with an emphasis on affordability, quality, and diversity of content.
Promoting local businesses during the winter season, when demand is low due to the massive hosting of institutional markets in hotels that offer full daytime and evening programs.
Establishing connections between the community and tourism

Campaign:

The Strategy

An advertising campaign to promote the winter season

'Eilat package' - the perfect winter getaway!

The package included a flight, two nights in a hotel, meals in restaurants, and a content package for 999 NIS per adult and 499 NIS per child.

Eight weekend getaway packages targeted at different audiences: couples, families, friends, and culture enthusiasts.

Each weekend included a variety of activities! Meals at leading restaurants, stand-up comedy shows, extreme activities, yoga sessions, beach parties, nature trips, performances for children, escape rooms, plays and shows, including accommodation and flights – ‘all inclusive’ but completely different.

Advertising Strategy

As a non-profit organization, the tourism corporation partnered with Arkia Airlines to sell the packages. In collaboration with Arkia, we promoted the packages through many channels, with the main channel being the Arkia website, which provided detailed information to visitors interested in flying to Eilat. To generate awareness and wide exposure, we utilized television as the primary platform and radio to convey specific messages over a three-month period. Providing high visibility to the general public, through mobile/press, which enabled an image change along with targeted exposure to appropriate target audiences for the various activities, as well as using a variety of digital tools for broad coverage, niche websites and focusing on relevant websites, as well as social networks, primarily Facebook, for targeted marketing according to interest.

Target Audience

Packages adapted for couples, families, groups of friends and culture enthusiasts.

Campaign Clip Examples

Kinderland

Yediot Ahronoth

Analysis

Eilat’s winter season is characterized by institutional tourism (conferences/organizations/corporate vacationers, etc.), which presents a challenge for small businesses such as attractions, restaurants, places of entertainment, etc. Among other factors, the decrease in individual tourism demand can be attributed largely to the fact that Eilat is not perceived as an appropriate winter vacation destination for Israeli tourists, particularly due to the assumption that Eilat lacks activities that do not include sea and pool associated activities.

Establishing a Competitive Advantage

In tourism and recreation, the term ‘all inclusive’ refers to accommodation, food, and content all in one place – the hotel. Many businesses in the city participated in the creation of this ‘all inclusive’ package with the corporation subsidizing the contents. Every event included free participation for city residents.

Campaign Duration

Winter 21.11.17-24.02.18

The Challenge

The inability to control direct sales and the use of websites offering real ‘all-inclusive’ packages in hotels. Moreover, price competition from other hotels not participating in the campaign, based on dynamic market conditions.

Results

The campaign was a great success, and all the booked packages were sold, with families and groups of friends expressing the highest interest. Following the buzz the campaign generated on social networks, the managers of leading communities contacted the Tourism Corporation with a request to arrange a special weekend for members of their Facebook groups

הפוסט Eilat Package הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

Eilat Time

tourisme_admin — Mon, 26 Dec 2022 11:53:13 +0000

During summer 2021, this original project brought to Eilat promising Israeli artists at the start of their careers, whose professional exposure was affected by the Covid-19 pandemic and were provided a platform for their artistic expression and livelihood thanks to this project.

In July and August, everyone was invited to enjoy music performances by artists selected for the #Zman_Eilat festival, every Tuesday and Thursday. Following the Covid-19 pandemic, Eilat art gallery displayed the Eilat Time exhibition as part of the desire to strengthen culture and art in the central park complex.

As part of an open call for musicians to submit samples of their work, the artists were selected following a strict selection process. Among the 200 artists who applied to the committee, 16 musicians were selected. Musicians selected for the program received an incentive package which included an artist’s fee, flight and hotel accommodations, a performance at the summer events, advertising, radio and press coverage, and publicity in digital media and radio.

To view footage, click here

הפוסט Eilat Time הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

Guitar Festival

tourisme_admin — Mon, 26 Dec 2022 11:54:00 +0000

Featuring great vibes, fantastic performances, master classes, and thriving jam sessions, this fabulous festival focuses entirely on celebrating one of music’s influential instruments… the guitar.

הפוסט Guitar Festival הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

Beer Festival

tourisme_admin — Mon, 26 Dec 2022 11:54:35 +0000

Take a stroll down Israel’s largest beer street, featuring locally brewed craft beers, international beers, scrumptious street food and a host of live performances with free entry. Visitors enjoy sampling a huge variety of well-known draught and bottled beers, locally brewed craft beers and beer that is rare in Israel’s pubs at the colorful beer festival, inspired by the German Oktoberfest.

הפוסט Beer Festival הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

Street Theater Festival

tourisme_admin — Mon, 26 Dec 2022 11:55:13 +0000

Join in a particularly colorful celebration for the whole family! Eilat’s Street Theatre Festival is certainly an exceptional event of creativity, showcasing a range of colorful talents that transform the promenade into one huge stage. Performances, sculptures that come to life, acrobats and clowns, street theater, musical performances, and actors that mingle with the crowds, entertaining and exciting passersby.

הפוסט Street Theater Festival הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

The Jazz Festival

tourisme_admin — Mon, 26 Dec 2022 11:55:42 +0000

Eilat’s signature event, drawing tourists from around the globe, who come to enjoy a host of performances by international and Israeli bands, at one of the world’s most prestigious music festivals. A celebration of fine jazz music and original productions created especially for this distinguished event. Performances are held at a variety of venues and hotel halls throughout the city as part of the ‘Jazz in the City’’ project.

הפוסט The Jazz Festival הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

Food Festival

tourisme_admin — Mon, 26 Dec 2022 11:56:07 +0000

Eilat’s Food Festival is a colorful display of scrumptious dishes, and an opportunity to taste a world of flavours that blend together, stemming from a myriad of different cultures. Delicious street food, gourmet and traditional dishes, delicious desserts, a feast of meats and a variety of other surprising dishes, alongside live entertainment….. Bring a hungry stomach!

הפוסט Food Festival הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

Miss Universe Pageant

tourisme_admin — Mon, 26 Dec 2022 11:56:36 +0000

In celebration of the 70th anniversary of the Miss Universe pageant, Eilat was selected as the host city. This was the first time the pageant was held in Israel. The contestants who competed for the title flew to Eilat at the beginning of December and were able to enjoy the amazing weather and the many attractions that Eilat has to offer. As part of their trip, they were treated to three days of events that were live broadcast to hundreds of millions of viewers throughout the world. The competition included a national dress competition, semi-finals and a grand final which awarded Miss India, Harnaaz Kaur Sandhu, the esteemed title of “Miss Universe 2021’’.

הפוסט Miss Universe Pageant הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

Sea of Love

tourisme_admin — Mon, 26 Dec 2022 11:57:59 +0000

An eight-year tradition of art and creation in Eilat’s central park hosts over 80 artists from the fields of painting, sculpture, pottery, and photography in a celebration of Shavout. ‘Biennale’ brings together artists from Eilat and the Arava, as well as those from throughout the country, to present their unique creations.

הפוסט Sea of Love הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

Sea of Music

tourisme_admin — Mon, 26 Dec 2022 11:58:22 +0000

Eilat’s Red Sea provides an idyllic backdrop for the coastline promenade which transforms into a three-day stage for contemporary musicians who come to entertain passersby on the northern promenade.

הפוסט Sea of Music הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

YomYoga

tourisme_admin — Mon, 26 Dec 2022 11:58:53 +0000

The International Yoga Day is observed on June 21, which also happens to be the longest day of the year. We dedicate this day to taking our time, breathing deeply, connecting with our inner self, as well as practicing yoga that facilitates all of these activities. In observance of Yoga Day, we invite the general public to join in a mass yoga session, suitable for all levels. The winter version of YomYoga, occurs on December 21, the shortest day of the year.

הפוסט YomYoga הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

Desert Marathon

tourisme_admin — Mon, 26 Dec 2022 11:59:15 +0000

Every year, thousands of participants from around the world come to compete at one of the most breathtaking marathon routes in the world. Participants enjoy dramatic views of mountains, deserts, and the sea along this challenging and competitive marathon route through the desert.

הפוסט Desert Marathon הופיע לראשונה ב-תאגיד התיירות העירוני אילת.

Israman

tourisme_admin — Mon, 26 Dec 2022 11:59:41 +0000

Eilat’s comfortable winter weather provides the perfect venue for hundreds of sportaholics from Israel and around the world to meet up and test their endurance! Israman is a combination of long-distance swimming in the Red Sea followed by cycling and running along challenging desert terrain to win this distinguished triathlon. Come and cheer them on their way to fame.

הפוסט Israman הופיע לראשונה ב-תאגיד התיירות העירוני אילת.