The £2.3 million campaign is a digital-only initiative which aims to encourage consumers to spend their winter holidays in Israel.
The campaign comes as the Ministry of Tourism conducted research with Google.
It found a huge leap in flight searches without a specific destination.
There was an increase of about 400% in searches for “Google Flights to anywhere” in the first half of 2023 compared to 2022.
The Ministry is hoping to capture travellers seeking a spontaneous holiday, initially without a specific destination in mind.
Different versions of the campaign will appear according to the target audience using the “holiday anywhere” search keywords.
Some will focus more on Tel Aviv and Jerusalem, while some on Israel as a whole.
“The new campaign speaks the language of the tourist and illustrates the power of the tourist experience in Israel, while generating a sense of FOMO,” says Minister of Tourism, Haim Katz.
The campaign has launched across England, France, Italy, Spain and in the US through targeted ads on YouTube and smart TVs.
It will last about two months.
The Ministry is expecting to reach about 70 million viewers worldwide and in the UK, both London and Greater Manchester are key areas being targeted.
Tags: Haim Katz, Israel’s Ministry of Tourism campaign, ‘Anywhere’
