BIZ DEV: The Woo Wins The Israel Ministry of Tourism Account

The Israel Ministry of Tourism (IMOT) named The Woo, a Los Angeles-based marketing firm, as its advertising agency of record for North America. The agency was awarded a three-year advertising contract that begins immediately and includes conception, strategy, media planning and execution of IMOT's advertising efforts in the United States and Canada. Previously, New York-based Bodden Partners handled the account for more than twenty years. The campaign in the U.S. and Canada will showcase Israel's historical and cultural attractions as well as the unique experiences that only Israel can offer, including the city of Jerusalem, the dawn of cultures and the Sea of Galilee. "The focal point of our approach is a 360-degree lifestyle campaign that will appeal both to the 'sophisticated traveler" and to those motivated by faith," said David Abehsera, President of The Woo. "Israel is a mystical place. There is no other place in the world like it."

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