Global Weather Anchors Campaign Campaigns for the Israeli Ministry of Tourism
Over the course of multiple years, we orchestrated a series of successful campaigns for the Israeli Ministry of Tourism under the concept: “Two Cities. One Break.” This idea brought to life the sunny, vibrant appeal of Tel-Aviv and Jerusalem to European audiences battling harsh winters. The concept? Bring top weather personalities from various countries to broadcast from Israel, where they could experience sunshine instead of cold rain and snow.
Germany's Anneke Dürkopp broadcasted live from Jerusalem and Tel-Aviv, showing off 24-degree temperatures to a German audience freezing in the winter. Aired on SAT1, one of Germany’s top channels, the campaign offered a sunny escape, driving tourism interest in Israel.
We expanded the concept further, collaborating with more beloved presenters:
British TV host Sian Welby
Italian weatherman Paolo Corazzon
Russian weatherman Evgeny Tishkovets
Each presenter teamed up with Shir Elmaliach, a well-known Israeli presenter, as they explored Jerusalem and Tel-Aviv, showcasing Israel’s year-round sun and culture. The videos, directed by Tal Zagreba, used the popular Instagram Stories aesthetic and were set to Boney M’s classic track, “Sunny,” providing a playful and appealing tone.
The campaigns gained traction across multiple channels in Europe, collectively hitting over 200 million views, with 13.5 million hits on landing pages featuring special travel packages to Israel. According to the Ministry of Tourism, the campaigns contributed to record-breaking tourism numbers, enticing over 1.5 million unique users to explore travel opportunities.
One of the crowning achievements of these campaigns was the seamless integration of local and international stars, coupled with engaging storytelling and irresistible visuals of Israel’s bright, sunny landscape - a perfect alternative to Europe’s winter gloom.
