TORONTO —Israel is looking to boost visitor arrivals this winter season with a brand new advertising campaign.

Called ‘Anywhere,’ the campaign, launched by Israel’s Ministry of Tourism at a cost of $3.8 million, the campaign aims to encourage travellers to spend their winter holidays in Israel, from Canada and the entire world.

The campaign comes on the heels of the Ministry’s Google test that found a significant jump this year in flight searches without a specific destination. In addition, there was a global increase of approximately 400% in searches for ‘Google flights to anywhere’ in the first half of 2023, compared to 2022.

Off the back of these results, the Ministry is hopping on the trend of the spontaneous holiday with its one-word campaign – ‘Anywhere,’ a holiday without a defined destination. Launched on Sept. 28, it will be rolled out throughout the week across Canada, the United States and Europe through targeted advertisements on YouTube and smart TVs, and will last for about two months. Different versions of the campaign will appear according to the target audience, with some focusing more on Tel Aviv and Jerusalem, while others will highlight Israel as a whole.

The Ministry expects to reach about 70 million viewers worldwide.

“The new campaign we are launching is no longer a film with a uniform appearance. It speaks the language of the tourist and illustrates the power of the tourist experience in Israel, while generating a sense of FOMO in the viewer,” says Minister of Tourism Haim Katz. 

Gal Hana, Consul for Tourism, Director for Canada, added: “Timing is everything as we continue to see an increased interest in long-haul overseas travel by Canadian. We continue to encourage Canadians from coast to coast whether as first timers, or as return visitors, all seeking to enjoy the places and hands on experiences that are uniquely Israeli”.

For more information go to https://goisrael.com/.