Israel’s Foreign Ministry launched a drive to rebrand the country internationally. Senior Israeli diplomats and PR executives held a two-day conference in Tel Aviv this week aimed at coming up with ways to offset the Jewish state’s reputation abroad as country constantly at war. The strategy, once formulated, is meant to be implemented in 2007 with a ministry budget of $4.6 million. Foreign Minister Tzipi Livni said she wanted to replace Israel’s “conflict” image with one of tourism and investment. The new campaign also appears to be in line with Livni’s long-held view that, unless Israel manages to solve or at least play down its problems with the Palestinians, it could become a pariah state.
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