Outbrain’s Click-to-Watch Campaign with Israel’s Ministry of Tourism Drives Results

Success Story

The Ministry of Tourism is an economic ministry, whose primary aim is to increase economic activity. The ministry is responsible for the planning, development and marketing policies in the tourism industry.



Israel’s Ministry of Tourism and their agency Sepros Digital Marketing were looking to drive tourism for Israel by positioning the country as a cultural hotspot for all things food, culture, nightlife, entertainment, adventure, and fun in the sun.


Recognizing video as an extremely valuable channel for generating awareness and desire, the team set out to create a high-impact, 35 second, video-centric campaign that would leave audiences longing for more.


To capture the attention of users, Israel’s top model was recruited to lead viewers by hand through some of the various destinations and experiences available in Jerusalem and Tel Aviv.


To reach potential travelers, the Ministry of Tourism leveraged Outbrain’s Click-to-Watch video experience. Benefits include:

  • 100% viewability, full sound
  • A non-intrusive experience
  • 100% lean-in and intent
  • 100% long-form videos
  • 100% Storytelling


The power of choice with Click-to-Watch led to strong engagement from our audience.

Outbrain is playing a significant part in our marketing efforts and has long proven itself as a source for highly-engaged audiences. It’s no surprise that we are finding this high level of engagement also in our Video activities.”

Eyal Varshisky, Global Digital advertising Manager for the Israeli Ministry of Tourism, Lapam

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