Brave Spark collaborated with Monarch to create a Print and OOH campaign to promote Eilat as a holiday destination for winter sun.

Our objective was to inform holiday goers about the destination without producing ‘new' content; targeting customers who traditionally visited Sharm El Sheikh and Hurghada; and achieving cut-through via eye catching creative. Our aim across the entire campaign was to dispel the negative emotions often associated with Israel.

In this case, as we were pursuing media touchpoints with a static focus (no digital OOH), we sought to create an art style that demonstrated the ‘discovery' element of the campaign; mixing eye-catching, glossy stills of activities at the destination with quotes from real customers about their experiences;

“The Dead Sea is where I come alive. My wife couldn't wait to get onto the sand. Neither could I, I'd take my scuba suit over my weekday suit any day”

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Our aim here was to give a relatable, human voice to each of the stills; enforcing a sense of brand identity by maintaining Monarch's clear brand colours throughout.

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