MESSAGE
| DATE | 2015-10-29 |
| FROM | Ruben Safir
|
| SUBJECT | Subject: [Hangout-NYLXS] take a trip
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New campaign offers Americans a low-cost holiday in Israel
In midst of wave of terror, Tourism Ministry teams up with Groupon to
offer US households a week-long winter vacation in Israel starting at
$990 - including flights, a hotel, meals and tours.
Danny Sadeh
Published: 10.20.15, 13:50 / Israel Travel
As Israel experiences a further slowdown in incoming tourism following
the recent wave of terror, the Tourism Ministry is launching a unique
collaboration with the global Groupon company which it hopes will bring
thousands of tourists to the country.
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The deal, which is being marketed to some 30 million households in the
United States starting Tuesday, offers a vacation in Israel for
$990-1,400 - including flights, seven nights in a hotel, meals, tours
and more.
Flight Suspension
Scandinavian airline ending service to Tel Aviv due to 'political
instability' / Danny Sadeh, Ynetnews
In Hebrew press release, SAS, which currently runs four weekly flights
between Tel Aviv and Copenhagen, cites increasing costs and competition
as reasons for the cancellation, while citing political reasons in
English release.
Full story
This is the first time the Tourism Ministry has cooperated with the
e-commerce marketplace. The ministry's representative in the US will
help market and advertise the campaign under the brand Groupon Getaways,
in a bid to promote low-cost tourism to Israel.
Tourism Minister Yariv Levin said Monday that the goal of the unique
campaign was to project a sense of business as usual and encourage
tourism during the months when hotel occupancies in Israel are low.
Tel Aviv. Jerusalem and the Sea of Galilee will also be marketed (Photo:
Airbnb)
Tel Aviv. Jerusalem and the Sea of Galilee will also be marketed (Photo:
Airbnb)
"Some 1,500 Israel vacation packages will be offered for special prices,
in accordance with the hotel's level. This is a first-rate marketing
move which some 30 million US households will be exposed to. It will
open an extensive marketing channel for us and expose us to audiences
which are usually completely unfamiliar with Israel."
Minister Levin added that while the ministry usually halts all its
campaigns during times of crisis, he decided to proceed as usual. "The
continued marketing activity is aimed at preserving incoming tourism and
creating a faster exit route once the security problem is behind us. So
far, it has been proving itself. There have hardly been any
cancellations so far, and despite the slowdown in reservations, we are
not witnessing a terrible crisis or something people should change their
habits for.
"When you shout, 'Crisis, crisis,' it only intensifies the external
crisis and makes people hesitate whether to come to Israel. When they
see that we keep marketing Israel as usual, it projects business as usual."
According to Levin, if the campaign is successful the ministry will
consider expanding it.
The campaign will be offered for two weeks starting Tuesday and will
include vacation packages with hotels in Jerusalem, Tel Aviv and the Sea
of Galilee area. All packages will be marketed for the winter season,
for the months of January and February 2016.
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