“Once in a life” Consumer Activation


To drive tourist visits from China to Israel, the Israel Government Tourism Office (IGTO) organised a two-day consumer activation event.


In addition to closing the gap between perception and reality when it comes to travelling to Israel, IGTO was also keen to elevate its presence on digital platforms through the sharing of experiences and brand advocacy.


The goal was to reposition Israel as a destination of choice for Chinese tourists particularly with affluent ones from China’s first- and second-tier cities. To do this, LEWIS wanted to guide consumers and media to have a better understanding of Israel as the travel destination and highlight its beauty.

Planning & Execution


The “Once in a Life” road show was promoted comprehensively through online and offline channels. LEWIS also forged a collaboration with National Geographic Traveler (NGT) and leveraged all of its owned media channels for maximum online and offline mileage.


We also considered Israel’s character as a destination and opted for a venue - Global Harbour, a lifestyle shopping center with massive passenger traffic near the Pudong District Shanghai – that could house reproductions of key tourist landmarks combined with interactive elements that show of the iconic and scenic views of Israel.

Effectiveness / Results


  • The total impressions generated via the event was 3.87 million

  • Magazine coverage reached 970,000 people

  • Total WeChat impressions was 144,000

  • Total page views on Weibo was 2.25 million

  • Total video playback was 257,000x

  • The number of participants onsite exceeded 250,000

  • The total effective impressions came up to 3.87 million+


According to official statistics from the Ministry of National Tourism of Israel, as of October 2018, China’s travel to Israel reached 85,000, a 39% increase over the same period in 2016.

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