The Israel Ministry of Tourism launched a new advertising campaign for Brazil based on the slogan, "You'll Never be the Same -- Come Find the Israel in You." The campaign marks Israel's first in Brazil, and will include two-by-seven-inch print and digital ads appearing in leisure, Evangelical Christian and Catholic travel media, as part of a $125,000 strategic work plan developed by Haim Gutin, Israel Commissioner for Tourism, North and South America, and other officials.

"We are very excited to increase our efforts in positioning Israel as one of the world's most attractive tourism destinations for Brazilian travelers," said Gutin. "Israel's unique collection of historical religious sites and modern attractions is unlike any other destination, and we hope the ads convey this message clearly and concisely." Approximately 51,000 Brazilian travelers arrived in Israel last year, a 79 percent increase from 2009 and an all-time high for Brazilian travel to the Holy Land. For more information, visit www.goisrael.com.