The Israel Government Tourist Office (IGTO) has joined with El Al Israel Airlines in a campaign to promote Israel as a spiritual destination.

The campaign was launched in English and French last month and runs through December.

It targets religious leaders and congregations with direct mail and print ads in 18 religious publications across the country and in the religious pages of five Canadian daily newspapers.

The theme of the campaign is ‘Take the first step,’ and all advertising ends with El Al’s new North American tagline, ‘No One Belongs Here More Than You.’

In 1993, 40,000 Canadians visited Israel.

The work was created by El Al agency Busskamp & Kelly of Montreal, with credits to Peter Dare, vice-president, creative director; Michel Mercier, art director.