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 Best Place to Visit Right Now is Eilat
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
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.
