Israel Looking for an Extreme Makeover

January 12, 2007
Israel Looking for an Extreme Makeover

As part of its "re-branding" strategy, according to a report in the Washington Times, Israel is turning to "the wisdom of Madison Avenue".

Israeli Foreign Minister Tzipi Livni has "met with public relations executives, branding specialists and diplomats à in Tel Aviv to brainstorm about improving the country's image by using the marketing insights first developed to sell peanut butter and Pontiacs," the newspaper reported.

"When the word 'Israel' is said outside its borders, we want it to invoke not fighting or soldiers, but a place that is desirable to visit and invest in, a place that preserves democratic ideals while struggling to exist," Livni was quoted as saying by Reuters.