The Israel Government Tourist Office (IGTO) is looking for a UK agency to mount a 7.5m international campaign to promote the country as a destination for “millennium tourists”.
The drive is likely to include a TV campaign across Europe and the US which will run from December. The aim is to attract visitors to a range of locations, including beach resorts and holy sites.
IGTO director for the UK and Ireland Eliezer Hod says: “Israel is where the first millennium started and we believe people will want to come here because it is the cradle of Judeo-Christian civilisation. We are looking for a UK agency for this global project because of the high standard of UK agencies.”
The Israeli government has earmarked 48m for millennium projects and is expecting 4 million visitors each year from 1999 to 2001.
An Internet site, called Website 2000, will be set up to provide visitors with information about services and accommodation.
Court Burkitt & Company, which handles the IGTO’s 1.5m UK account, is one of the contenders for the new brief.