Israel established a “Brand Israel Group” to broaden public understanding of the Jewish state beyond the conflict with the Palestinians. Initiated by Israel’s Foreign Ministry, the group plans to work in North America and Europe with leading Israeli advertising firms and businesses and Diaspora Jewish communities to “brand” Israel as more than just a country at war. One goal will be to spread the word about Israeli advances in technology and medicine, said Gideon Meir, the Foreign Ministry’s deputy director. Meir is touring North America and speaking to heads of major American and Canadian news organizations about their coverage of Israel.
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