Facebook share Share on TwitterRSS feed

Innovative Minds © 2014. All Rights Reserved. www.inminds.co.uk

[Boycott - Tourism]

Israeli diplomat's bid to 're-brand' Israel


The Jewish Chronicle
17 June 2010

You might think it easier to run up Masada every day with a bag of rocks on your back than take on Ido Aharoni's mission: to improve Israel's public image.




Brazil's is about fun, Paris is about romance, so Israel is about what? We researched worldwide, and it came up almost universally that Israel's image is identified with conflict. Even people who support Israeli policies are not attracted to what the conflict represents.

Ido Aharon, head of Israeli foreign service
brand management team


For three years, the urbane diplomat has headed the Israeli foreign service's "brand management team", charged with encouraging people elsewhere to see the country in a more positive light.

But he has an upbeat message for those in the diaspora who want to aid his work. "Help us celebrate Israel's success."

Across the world, Israel has actually enjoyed greater backing than the Palestinians, according to research conducted for his team.

"Globally, you get a pretty good picture," he explained, during a recent visit to London to attend a Foreign Office conference. Sympathy for Israel can be found not only in the USA but in Russia, China, India and Mexico, although "we do have a problem in England, France and Spain with public opinion".

For Mr Aharoni, however, politics is not the issue. The problem is that even those with pro-Israel leanings abroad tend to view the country in terms of the Middle East conflict. And that is not helpful for tourism or investment.

"Every place has a DNA, a personality, just like a human being," Mr Aharoni said. "Brazil's is about fun, Paris is about romance, so Israel is about what? We researched worldwide, and it came up almost universally that Israel's image is identified with conflict. Even people who support Israeli policies are not attracted to what the conflict represents.

"In today's world, which is highly competitive, it is no less important for Israel to be attractive than to be right."

His team has now identified a number of areas which he hopes in the long-term will help win Israel that all-important "attractive" rating: from environmental fields such as renewable energy and desert agriculture to film, modern dance and other arts, or lifestyle and leisure.

"You have people like Rio Ferdinand, who go to Israel all the time," he said. "Israel is very attractive, but the world doesn't know that."

Much of Mr Aharoni's work is done in Israel, passing the message on to local groups. As a result, a new organisation has been founded by Dame Shirley Porter's granddaughter, Joanna Landau; called Kinetis, it is modelled on the Association for a Better New York, created in the 1970s to help turn around the city's then poor image.

For Israel's friends, Mr Aharoni has the following advice. Political advocacy is important. "But don't let it be the only thing you do. Advocating Israel's positions vis-a-vis the conflict is not going to bring more tourists to Israel or foreign investment.

"We have a database, Faces of Israel - which we'd like to recommend to every Jewish organisation - of interesting people in Israel we'd like to incorporate into schedules of visits - experts in all sorts of fields. We have a workshop about it which we will be introducing to the Jewish community in the UK in the near future.

"I meet many British groups and, so often, they don't get a sense of the real Israel. I look at the schedule - a military base, another military base…"

Instead, it might be better to take visitors to an experimental lab, or a winery.

"I want people to understand," Mr Aharoni said, "that Israel may not be the most normal place - but it is far more normal than most people think."

Source: http://www.thejc.com/news/israel-news/33195/diplomats-bid-re-brand-israel


Related Articles


Also Of Interest

Page URL: http://inminds.com/article.php?id=10460
Support Us
If you agree with our work then please support us.

Give one time donation:

Setup monthly donation:
INMINDS Facebook Live Feed
Latest Video's
Latest News..
[all-by date]
[all-by category]
[all-by modify date]
INMINDS Twitter Feed
Boycott Israel Campaign
Featured Video's
You need Flash player 8+ and JavaScript enabled to view this video.
Why boycott Israel on Campus[1:50:05]
12 London universities discuss need for BDS on campuses. Speakers include Rafeef Ziadeh, Ilan Pappe, Karma Nabulsi & Mike Cushman
Love Letters to Gaza[31:08]
A unique theatrical event using personal messages of love, support and hope from people of all ages and all walks of life to the people of Gaza.
John Pilger[7:55]
journalist and documentary maker
Antiwar Mass Assembly 8 Oct 2011
Julian Assange[7:07]
founder of WikiLeaks
Antiwar Mass Assembly 8 Oct 2011
Lauren Booth, Sami Ramadani & Yvonne Ridley[6:28]
Reading the names of the dead
Antiwar Mass Assembly 8 Oct 2011
George Galloway[6:39]
Antiwar Mass Assembly 8 Oct 2011
Jemima Khan[8:42]
Antiwar Mass Assembly 8 Oct 2011
Why Boycott Marks & Spencer 2011?[23:29]
Demo outside M&S Oxford Street(24 Sept 2011)
Sean Clinton[4:59]
Israeli Blood Diamonds Campaign
Al Quds Day rally, Trafalgar Square (31 Aug 2011)
Lauren Booth[5:24]
Al Quds Day rally, Trafalgar Square (31 Aug 2011)
Lauren Booth - Prayer for Gaza[2:46]
Al Quds Day rally, Trafalgar Square (31 Aug 2011)
Benny Morris - Historian or Racist?[34:07]
Activists oppose visit of racist Israeli historian Benny Morris who justifies ethnic cleansing and genocide.
Is Israel applying apartheid?[2:12:56]
Speakers: Yael Kahn, Jody McIntyre and Ghada Karmi (5 May 2011)
Karen Mitchell[48:27]
Partner at Thompsons Solicitors
Life changing visit to Palestine in 2008 (21 Feb 2011)
Ramzy Baroud[1:59:32]
Editor-in-chief of the Palestine Chronicle
"My Father Was A Freedom Fighter - Gaza's Untold Story" (25 Mar 2011)
Women United in the Intifada[2:31:36]
Speakers: Lizzie Cocker, Ewa Jasiewcz, Alaa Kassim, Yvonney Ridley, Isis Amlak, Sukant Chandan, Ramzy Baroud (14 Mar 2011)
George Galloway[1:01:48]
Solidarity with the Middle-East Revolution, support the people - oppose US/UK intervention (SOAS, 11 Mar 2011)
Omar Barghouti[55:08]
BDS Movement co-founder
"Boycott, Divestment, Sanctions" book launch (7 Mar 2011)
Shir Hever[1:49:09]
Alternative Information Centre
The Political Economy of Israel's Occupation, Kings College London (17 Feb 2011)
Why academic boycott of Israel[1:29:37]
Speakers: Mohammed Abuabdou(PSCABI), Mike Cushman(BRICUP), Jodey McIntyre(activist) (8 Feb 2011)
Dashed Hopes - Gaza Blockade[1:23:08]
Mohammed-Ali Abu Najela (Oxfam), Andrea Becker (MAP), Ewa Jasiewicz (Free Gaza Movement) (1 Feb 2011)
Jordan Valley: Apartheid[1:17:12]
Sarah Cobham(Brighton Jordan Valley Solidarity), Chris Osmond (Corporate Watch) (House of Commons, 1 Feb 2011)
Dump Veolia Demo[7:00]
Protesting at settlement supporter Veolia's sponsership of exhibit at the Natural History Museum (23 Oct 2010)
Boycott Israeli Dates [1/2][9:11]
Are you financing Israels brutal occupation this Ramadan?
Boycott Israeli Dates [2/2][9:05]
Are you financing Israels brutal occupation this Ramadan?
Lee Jasper [1/2][10:13]
[4 of 8] Genocide Memorial Day 2010 Session One, 17-1-2010
Lee Jasper [2/2][9:51]
[5 of 8] Genocide Memorial Day 2010 Session One, 17-1-2010
One Oppressor One Bullet[8:11]
Imam Achmad Cassiem, veteran of the armed struggle against apartheid in South Africa, speaks at the StW rally (London, 19 Feb 2005)
Salwa Alenat [1/2][9:56]
KavLaOved (Workers Rights hotline)
[1 of 8] Israel's Occupation - Abuse of Palestinian Workers (LSE 19 Nov 2009)
Salwa Alenat [2/2][8:57]
KavLaOved (Workers Rights hotline)
[2 of 8] Israel's Occupation - Abuse of Palestinian Workers (LSE 19 Nov 2009)
For Anwar [1of2][10:01]
Carmel Agrexco Valentines Action 7 Feb 2009
For Anwar [2of2][9:56]
Carmel Agrexco Valentines Action 7 Feb 2009
big
[all videos (over 200)..]
Featured MP3 Podcast

"The United States is 4.6% of the worlds people but still controls 50% of the worlds wealth and has a military that spends more than every other country in the world combined. I see this moment, as a moment that is very dangerous.. which is to say that the United States is a declining world economic power, similarly a declining political power, but what isn't declining is the military power. As you know from the 20th century that's a dangerous combination - a declining economic and political power but an overwhelmingly dominant military power. I think the national security state that we've seen organised since 9-11 in an unbelievably rapid way, which owes in no small part to Israel I must say, is a particular [example]."
A founding member of the Weather Underground
Meeting with members of 'Smash EDO' in Tel Aviv, April 2010 [88min / 40Mb]
[need flash]

[all podcasts..]
Newsletter
To subscribe
enter your email:

COPY VERIFICATION CODEcopy this code —>
Feedback
If you wish to comment on this page:

(all fields optional)



COPY VERIFICATION CODEcopy this code —>
The opinions expressed on this site, unless otherwise stated, are those of the authors.
All logos & trademarks are the property of their respective owners and their use is covered under 'fair use' policy.
Copyright © 1998-2012 Innovative Minds www.inminds.com All Rights Reserved.
The opinions expressed on this site, unless otherwise stated, are those of the authors.
All logos & trademarks are the property of their respective owners and their use is covered under 'fair use' policy.
Copyright © 1998-2012 Innovative Minds www.inminds.com All Rights Reserved.