Client: Israel Government Tourist Office, Russia and CIS (IGTO, Moscow)

Length: November 1999 - present time

Geography: Russia, Ukraine

Background:

• Long-term PR campaign (Nov. 1999
• Sept. 2000) to promote Israel as a unique tourist destination
• Crisis PR campaign (Oct. 2000
• present time) to promote Israel as a safe place to travel

Goals:

• to promote Israel as a safe tourist destination
• to promote Israel's security system as a world renowned
• to promote Israel's unique tourist opportunities
• to generate coverage in the target mass media

Strategies:

1. news generation (visit of the Israel Tourism Minister to Russia in March 2001, cultural events in Israel, special exhibitions in Russia and Ukraine).
2. Educating the target audiences on the actual difference between the reality of Arabian-Israeli conflict and how it is displayed in the Russian media
3. Extending the opinion leaders group through involving famous people in IGTO's special events.
4. Conducting special events to increase frequency of contacts with the key groups
5. Media relations coordination

Results:

• Increased number of publications (from 50 in Oct.-Dec., 2000 to over 80 in Jan.-July, 2001)
• Lower number of references to Israel in the military context