EAST RUTHERFORD, NJ—The Israel Ministry of Tourism has selected MWWPR as its agency of record for its North American public relations. MWW replaces longtime incumbent Geoffrey Weill PR on the account.

MWWPR will develop and execute a strategic communications program designed to proactively promote the country of Israel as a top tourist destination for North American travelers. The firm will draw on its travel and tourism and reputation management capability, as well as its ability to reach specific segments including LGBT community.

“MWWPR has deep expertise in the travel sector and a proven record of successfully executing large-scale tourism efforts, which makes it the perfect strategic communications partner as we work to increase awareness of Israel’s offerings through a multifaceted media campaign,” said Uri Steinberg, Israel Tourism Commissioner for North America.

MWWPR will manage all media relations and social media strategy to advance these efforts and enhance Israel’s reputation as a coveted destination for North American travelers.

According to Bret Werner, MWW chief client officer, “During our research, several things jumped out: the culinary experience, the cultural and religious experience, technology and innovation and entrepreneurialism. For a country with a geographic footprint the size of New Jersey, the variety of experiences is amazing.”

Werner said the firm would address security concerns. “Security is a part of reputation management for any destination. Israel has a lot of experience in this area, and people recognize how proficient they are in dealing with the security issue.”

The account will be led out of MWWPR’s New York and Los Angeles offices by a select team with extensive travel and tourism and consumer lifestyle expertise.