Branding East Jerusalem as a Palestinian City Travel Destination

EU/GIZ | Branding East Jerusalem as a Palestinian City Travel Destination

Destination
East Jerusalem, Palestine is not an easy one. The heart of the Holy land is known as an Israeli destination, many visitors don’t know that the old city and East Jerusalem have been inhabited by Palestinians for centuries.

Client EU/GIZ East Jerusalem Tourism Development Program

Brief
Create a marketing strategy to position East Jerusalem as a Palestinian tourism destination. Develop a curriculum to train local talents in the art of (travel) storytelling. Create storytelling in text, photography and videography and launch a digital campaign, including social media amplification and maximize visibility plus online reputation management.

Project
Changing the narrative, informing and inspiring the target audience that Palestinians are hospitable and friendly people, with a long standing culture and own cuisine. We trained 15 talented Palestinians in the art of magazine creation, in written and visual storytelling. We created the first edition of Positively Palestine magazine together with the local talents, designed, printed and published it. We produced 10 articles promoting Palestinian culture, cuisine, touristic sites for a multi channel publicity campaign.

Team
Frits Meyst                        Team Leader, Photographer, Art Director
Marco Barneveld             Creative Director, Strategist, Writer
Hans Bouman                  Masterclasses Creative Writing
Javier Gonzalez                Storytelling, Translator & Publisher ES

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Strategy

Produce mouthwatering travel storytelling about East Jerusalem and surroundings that highlight Palestinian culture, cuisine, activities, and sights, and publish in a special edition of WideOyster Magazine

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Content

10 longread feature stories
525 selected images
4 languages

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Amplification

Amplification of the content through Social Media Advertisement (Facebook and Instagram) and through our 180.000 subscriber newsletter

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Results

Online campaign WideOyster Magazine (Dec 2022 – Feb 2023)
Emails sent: 341.756
Unique reads of stories: 274.123
Av. reading time time: 5.09 minutes
Social Media Campaign and amplification
Reach: 1.753.574
Total clicks: 62.295
CTR: 3,55%

“WideOyster team implemented all assignments with highest level of professionalism and in an always timely and result-oriented manner. Regarding the quality of the content, our expectations were continuously exceeded by the results. The pilot edition of “Positively Palestine” has been acclaimed for its professional design and high level of quality content not only project-internally, but also from our local and international partners, including the Euro-pean Union representative and the Palestine Ministry of Tourism.”