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So Maxim might not be the most intellectual monthly or the magazine of record for that matter, but it is a damn fine publication if you ask the boys in this office. And since this whole thing was our idea to begin with we couldn’t be more pleased. Ladies and gents, we bring you news of our latest efforts to show a little more of Israel’s sexier side…

UPDATE: here and here.

From Yediot Aharonot:

The Most Widely Read Men’s Magazine in America is Doing a Spread on the Beauty of Israeli Women

Beautiful Israel

Israeli beauty is being drafted to Israel’s global public relations campaign. The goal? To show that Israel is not just a land of war and terrorism, but also one of beautiful women and the good life.

Recent research suggests that when American men are asked what they think of when they think about Israel there are three answers: a war zone, tough people, and beautiful women.
The Consulate General of Israel in New York has decided to harness the third answer – Israeli beauty – in order to launch a campaign aiming to present Israel as not just a country of blood and tears, but one of endless beauty in its streets and on its beaches as well.

The Foreign Ministry has reached the conclusion that presenting Israel’s image to young Americans as a youthful country with beautiful people will improve our image and bring tourists to the country. The Consulate in New York decided that the best address for the campaign would be ‘Maxim’, the most popular men’s magazine in the United States, reaching 2.5 million readers.

Employees at the Consulate turned to the editors of the magazine and suggested an article on Israeli beauty, but the editors weren’t so enthused with the idea. The Consulate kept at it, though, until the editors finally got fed up: “send us pictures of 12 Israeli models, so that we at least know what we’re talking about,” they asked. And it was smooth sailing from that moment on.

The editors of the magazine received the portfolios of each of the models and were left with their jaws dropped from surprise. Of the 12 models they chose seven, who they deemed most appropriate to appear in the renowned magazine: Sharon Markovitch, Natalie Niv, Yarden Har’el, Morial, Nivit Bash, Tali Hendel, and former Miss Israel, Gal Gadot.

Next week the artistic director and photo director of the magazine will arrive in Israel, accompanied by three photographers and an elite hairstylist. As this will be an expensive production reaching tens of thousands of dollars, the America-Israel Friendship League and the Israeli PR firm “Israel21c” will be helping to fund the project.

Within the context of the spread, the personal stories of each of the seven models will be printed, representing the Israeli society that continues to live lives normally even during times of war or security threats. The photos will be shot with the backdrop of various sites in Gush Dan, including the Neve Tzedek neighborhood in Tel Aviv, Old Jaffa, the stock exchange area of Ramat Gan, the Azrieli towers, and the beaches of Tel Aviv. During the shoot there will also be a video produced about it, to be marketed to American tv.

Israel’s Consul General in New York, Ambassador Arye Mekel: “The project’s aim is to reach young audiences, and to emphasize the beautiful side of Israel, without any connection to the Arab-Israeli conflict.” Consul of Media and Public Affairs David Saranga, who initiated the project, said that its goal is to turn Israel into an attraction for tourists. “Research we did showed that Israel is not seen as relevant for men aged 18-34, and the goal of this project is to show that Israel is a modern country, full of life, youthful, and dynamic.”

UPDATE
see here and here.

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