Thursday, March 30, 2017

The failure of Brand Israel...

.More than a decade ago, the Israeli government launched a new strategy that it dubbed “Brand Israel”. This began in 2006 as an effort to improve Israel’s negative image overseas, “by downplaying religion and avoiding any discussion of the conflict with the Palestinians.”

This was no simple effort to increase the number of tourists coming to the country. It was a political propaganda campaign which aimed to staunch the long, slow bleed which has led to Israel’s haemorrhaging of political support caused by its violent and oppressive actions against Palestinian and Lebanese civilians.

Expensive public relations firms were hired and millions of dollars were spent; all, it seems, in vain. Brand Israel has failed.

In January this year it was reported that tourism to Israel has fallen for the third year in a row. This continued the negative trend that started with Israel’s brutal 2014 military offensive against the people of Gaza, during which the Israelis killed more than 2,200 Palestinians, including 550 children. Full story...

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