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Last update - 08:26 06/10/2008 Foreign Ministry, PR firm rebrand Israel as land of achievements By Anshel Pfeffer Tags: New York, Foreign Ministry  By the end of this year, Israel will have a new international image, if the Foreign Ministry's rebranding project is successful. The British firm Acanchi, which the ministry hired to craft the new image, is now in the final stages of preparing to launch the new brand. Fiona Gilmore, Acanchi's founder and a leading expert in rebranding countries and cities, toured the country last week and met with a wide range of Israelis - public figures, businessmen, academics and activists in various causes. Her mission is to create a brand disconnected from the Arab-Israeli conflict that focuses instead on Israel's scientific and cultural achievements. The contract with Acanchi, which has helped to rebrand locales ranging from Lebanon to Northern Ireland, was signed about six weeks ago. Advertisement The rebranding idea was first proposed by the Israeli consulate in New York following the September 11, 2001 terror attacks there. The idea was that with the war on Islamic terror having suddenly gone global, Israel had an opportunity to escape its image as the main source of conflict with the Islamic world. The project involved extensive research on Israel's international image, which was initially conducted by American experts hired and paid by international Jewish donors. In late 2005, however, the Foreign Ministry decided to make the effort an official ministry program. Since then, it has conducted a few pilot projects, such as inviting international journalists to tour Israel's wine industry. "Our research shows that Israel's brand is essentially the conflict," said Ido Aharoni, the ministry official in charge of the program. "Even those who recognize that Israel is in the right are not attracted to it, because they see it as a supplier of bad news. The conclusion is that it is more important for Israel to be attractive than to be right." Bookmark to del.icio.us   The Iranian patient Israel grants rare entry to cancer-stricken Iranian boy to receive care in Tel Hashomer. Nazi comedy German filmmaker Atze Schroeder says it's an honor to make Nazis look foolish.   1.   too late, too little 05:09  |  z 06/10/08   2.   The mafia tried "rebranding" also 07:51  |  Natallie Durson 06/10/08   3.   "To learn from the Soviet Union, means to learn victory." 08:27  |  Andreas 06/10/08   4.   Waste of money without push for peace. 08:44  |  Michael 06/10/08   5.   "The Emperor`s New Clothes" left him naked as before 08:46  |  Ivar 06/10/08   6.   Rebrand Israel 12:06  |  Lee Lipman 06/10/08   7.   Ironic claims Ivar for someone who wishes to convince us 12:16  |  x-ray 06/10/08   8.   #5 the alien from the saudi planet and light relief 12:21  |  victor hardman 06/10/08   9.   rebranding israel 12:38  |  Ellie M 06/10/08   10.   how was dana international received ? 14:14  |  Rob of melbourne 06/10/08   11.   Israel, an example for all mankind 14:30  |  JP 06/10/08   12.   Rob about Dana International 14:46  |  x-ray 06/10/08   13.   x-ray, you see the truth, now only recognize it as such 15:42  |  Ivar 06/10/08   14.   Recognizing the truth, part 2 16:11  |  Ivar 06/10/08   15.   This is pathetic 14:00  |  Yam Erez 11/10/08

Read & React Olmert: Mistake to link Shalit release with Gaza truce Responses: 45 Israeli Arab MK: Acre violence is Jewish pogrom against Arabs Responses: 181 Avirama Golan: Jews no longer target of Europe right-wing hate Responses: 44 Fresh clashes between Arabs and Jews erupt in Acre Responses: 84 Israel grants rare entry to cancer-stricken Iranian boy Responses: 77 More Headlines 13:40 Austria far-right leader Joerg Haider dies in car accident 12:58 2 Arab-owned homes torched, 12 arrested in Acre escalation 08:03 Livni tells Acre residents: Don't take law into your own hands 13:41 Finance Minister: No Israel banks will collapse in global crisis 13:42 Palestinian forces uncover large explosives lab in Hebron 23:20 Israel grants rare entry to cancer-stricken Iranian boy 13:55 Fatah welcomes Hamas assent of Egypt's reconciliation plan 09:54 2 Palestinians killed in smuggling tunnel blast under Gaza-Egypt border 02:32 Olmert: Mistake to link Shalit release with Gaza truce 08:15 Sarah Palin accused of improperly firing state worker 13:20 AM:PM faces new boycott for employing Jews on Yom Kippur 05:01 Judge rejects suit against woman who fabricated Holocaust memoir Previous Editions Select Day 10 oct 09 oct 08 oct 07 oct 06 oct 05 oct 03 oct 02 oct 01 oct 30 sep 29 sep 28 sep

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