Jerusalem goes live with Thomas Cook
The Jerusalem Development Authority partners with Thomas Cook Group to promote the destination to a wider target audience
Today the Jerusalem Development Authority (JDA) are proud to announce its highly anticipated marketing collaboration with Thomas Cook, one of the world’s leading leisure travel companies, promoting the destination across Europe.
The partnership aims to bring about global exposure to the historical city of Jerusalem, and increase visitation by showcasing the city’s many delights across Thomas Cook’s multi-channel media offering. Thomas Cook has enlisted its agency 1841 to lead the campaign’s creative and content strategy.
Modern Ancient Life will be a fully integrated, multi-market campaign that promotes a modern and vibrant city emerging from its ancient and ever-present history. Mixologists, bakers, artists, techies and restaurateurs, all of whom are creating a modern life within a truly ancient city, will feature in the campaign through inspiring photographic and video content shot by 1841.
The campaign will be activated across Thomas Cook’s online, social, direct and in store channels targeting affluent 25+ ABC1 adults travelling either as couples or in groups. In addition, Modern Ancient Life will have a significant trade market presence, educating agents in the capital’s cuisine, art, culture and nightlife as well as the more traditional historical and religious associations.
Ilanit Melchior, Tourism Director of The Jerusalem Development Authority said: “We are delighted to launch our new partnership with Thomas Cook, one of the leading leisure tourism companies in the world. With its global reach we will be able to reach tens of thousands of potential travellers who are looking for their next exciting and fascinating city break, and who will now see Jerusalem as a vibrant destination one must experience. We look forward to welcoming Thomas Cook customers to our unique city.”
Stuart Adamson, Director of Thomas Cook Media & Partnerships Group said: “We are extremely excited to launch a new partnership with The Jerusalem Development Authority. Through a fully integrated, multi-channel campaign we will drive both destination awareness and visitation by inspiring holidaymakers and agents across Europe. By developing a campaign creative that captures the city’s rich history but also its very vibrant and modern edge, we are looking forward to showing Jerusalem in an entirely new light.”
iTravelJerusalem.com was established by the Jerusalem Development Authority (JDA), and is a unique venture in which both public and private sectors collaborate to promote Jerusalem tourism. The JDA works in partnership with the Israeli government and the Jerusalem Municipality to develop the tourism industry of Jerusalem as a stimulator for the long term growth of the city. The JDA is placing great efforts in developing and positioning Jerusalem as a national and international cultural destination for tourists.
About Thomas Cook Group Plc
Thomas Cook Group plc. is one of the world’s leading leisure travel groups with sales of £7.8 billion. Thomas Cook is supported by 22,000 employees and operates from 16 source markets, serving over 19 million customers annually. Thomas Cook Group plc’s shares are listed on the London Stock Exchange (TCG).