The Jerusalem Development Authority (JDA) has partnered with Thomas Cook Group to promote the destination to a wider target audience.

The partnership aims to bring about global exposure to the historical city of Jerusalem, and increase visitation by showcasing the city’s highlights across Thomas Cook’s multi-channel media channels.

Modern Ancient Life will be a fully integrated, multi-market campaign that promotes a modern and vibrant city emerging from its ancient and present history.

Mixologists, bakers, artists, techies and restaurateurs, all of whom are creating a modern life within the ancient city, will feature in the campaign through photographic and video content shot.

The campaign will be activated across Thomas Cook’s online, social, direct and in store channels targeting affluent 25+ ABC1 adults travelling either as couples or in groups. In addition, Modern Ancient Life will have a significant trade market presence, educating agents in the capital’s cuisine, art, culture and nightlife as well as the more traditional historical and religious associations.

Ilanit Melchior, tourism director of The Jerusalem Development Authority said: “We are delighted to launch our new partnership with Thomas Cook, one of the leading leisure tourism companies in the world. With its global reach we will be able to reach tens of thousands of potential travellers who are looking for their next exciting and fascinating city break, and who will now see Jerusalem as a vibrant destination one must experience. We look forward to welcoming Thomas Cook customers to our unique city.”

Stuart Adamson, director of Thomas Cook Media & Partnerships Group said: “We are extremely excited to launch a new partnership with The Jerusalem Development Authority. Through a fully integrated, multi-channel campaign we will drive both destination awareness and visitation by inspiring holidaymakers and agents across Europe. By developing a campaign creative that captures the city’s rich history but also its very vibrant and modern edge, we are looking forward to showing Jerusalem in an entirely new light.”