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 tourists to spend their winter holidays in Israel.

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.

Source: Travelweek