Israeli Culture Awareness Campaign

The Project.

We cannot change global travel restrictions and the pandemic, but can we bring Israel to Chinese travelers?

Unlike most other countries, China has a rather unique tie with the Jewish community through history. In today’s Shanghai, Harbin and Tianjin, one is able to see and visit many historical architectures that were built by the Jewish merchants and business groups.  And many of these buildings have now become significant city landscapes, such as the Peace Hotel in Shanghai, and the Old Synagogue Concert Hall in Harbin.

In light of the global travel restrictions, the tourism industry has thought of many innovative ways to continue their communications to local travelers, promoting destinations and experience. But these were mostly done online.  With such rich Jewish culture influence here in China, we have therefore came up with the Israeli Culture Awareness Campaign idea – an integrated content marketing and social campaign designed to offer Chinese tourists a teaser of Israeli travel,  a “bite” of the rich culture & heritage the country represents, and a day of experience wandering into the old Jewish community in Shanghai.

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