Rebranding Israel: History out, creativity and innovation in
Israel is best-known for heritage and men with guns. Now comes a project to change world perceptions, through make-it-yourself logos.
Israel the Holy Land is quite the tourism magnet. It is the birthplace of three major world religions and studded throughout with sites of religious and archaeological fascination, and has always been marketed as such. Yet the powers that be in Jerusalem reached the conclusion that what's needed is a profound rebranding, and following a 18-month planning project, last Thursday the Foreign Ministry presented...
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