Thomas Cook is to start promoting Jerusalem across Europe to showcase the city “in a new light”.
A marketing pact has been struck with the Jerusalem Development Authority to create a ‘Modern Ancient Life’ promotional campaign.
The promotion will have a “significant” trade presence, educating agents on Jerusalem’s cuisine, art, culture and nightlife as well as the more traditional historical and religious associations.
The push will include video and photographic content featuring mixologists, bakers, artists, techies and restaurateurs, who are creating a modern life in the Israeli city.
The campaign will run across Thomas Cook’s online, social, direct and in store channels targeting affluent 25-plus ABC1 adults travelling either as couples or in groups.
Jerusalem Development Authority tourism director Ilanit Melchior 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.”
Thomas Cook Media & Partnerships Group director Stuart Adamson, added: “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.”