Success in France for Jerusalem

Client
The Jerusalem Development Authority
Period
2015 - present

Challenge:

Position the destination as a “City Break” product and bypass the religious image of Jerusalem to encourage a new clientele. Reduce the destination seasonality by promoting shoulder seasons, and increase the number of French visitors and room nights.

Solution:

Full 3 year representation contract combining PR and Marketing activities. Promotion of lesser known, “out of the box” aspects of the city – not just classic tours – to the travel trade and media to encourage longer stays. The “Millennial” market was targeted, and co-op marketing campaigns were implemented with trade partners. Comprehensive destination training took place to increase knowledge and lower sales brakes. Participation in tradeshows and roadshows, and advertising campaigns were created in digital and print. Crisis management for both trade and media was also included.

Results:

  • 39 trade partner TO’s feature the destination
  • Creation of dedicated Jerusalem city break products
  • More than Euro 7, 922, 000 press value achieved in 2017

Case Studies