ABSTRACT
In 2005, the Israeli Ministry of Foreign Affairs, the Ministry of Finance and the Prime Minister's Office began a campaign under the title 'Brand Israel'. 'Brand Israel' was devised by the three ministries with the help of leading American marketing executives and was defined as a campaign to recast and rebrand the country's image so as to appear relevant and modern instead of militaristic and religious. The first unit of the regime thrust into this campaign was the Foreign Ministry and its diplomatic service. The main task of Brand Israel was to depict the country as a heaven on earth, a dream come true. Brand Israel intended to change Israel's negative images by selecting aspects of Israeli society to highlight, and then bringing Americans directly to them. The Ministry of Foreign Affairs asked every Israeli artist, acting troupe, and Dance Company to include a Brand Israel component in their shows. The Ministry of Tourism went a step further.
