Suddenly, the whole world seems to be talking of visiting Israel. There was this recent piece in thREAD, The Hindu’s online segment for opinion, comment, perspectives, essays and such, for which I too write. Before that, the Israeli Tourism ads for India have been all over for some time. And when I went for the last digital meet-up session organized once a month or so by Chennai-HQed social-media agency, Social Beat, Israel popped up in one of the activities too. So, thought it was time to, no, not visit it (I just went for my first international trip earlier this year, to Bangkok, and that was cost and a high enough for some time), but time to put my advertising microscope to it.
First up is what I typically notice first-up. The branding. And straight up let me say, I kinda dig the kaleidoscopic colours in the name, indicating the wide range of scenes and stimuli you’ll hopefully find in the country.Love the baseline too. ‘Land of Creation’. Indicates origin and bigness and also creativity (given the number of start-ups in Tel Aviv).
The TVC falls quite a bit, though. It plays it safe, like most TVCs do, as they’re aimed for a wider audience. It also aims for a literal safe, trying to show that it’s safe to visit. Which is perhaps why it shows a woman at the beginning and quite prominently throughout. (Kinda like the Visit Diu TVC, which too showed a woman and only a woman.)
Sidenote: What’s the idea here? Show it’s safe enough for a solo woman? Or aim at the woman, which ensures she’ll also get the guy. For if you aim at the guy, he’ll go on his own, or get other guys, so it won’t be a family – read: safe – destination.
Back to the TVC, I even felt some dissonance in a couple of places. Where they talk of ‘inspiring’… and show a hot-air balloon. And toward the end, where they talk of “you’ll never experience anywhere else” and show… a night cityscape. Er, what’s unique about that cityscape exactly? Bombing-resistance?
Speaking of which, that’s what the activity at the Social Beat digital meet-up was about. Promoting Israel as a tourist destination. After the only group (out of three) given this option made their presentation, the Social Beat heads put forth their thoughts. Which was basically that, to promote a place that is so conflict-ridden, on social media, you can’t target the family, or even the family guy, but someone like an adventure junkie. Yup, no conflict about that.
I ain’t no adventure junkie, and definitely not a junkie. And after the buzz of Bangkok, when I have the money next, I’d want to go somewhere quieter. So, time to check out the Bhutan Tourism logo.