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Source: http://www.jpost.com/servlet/Satellite?cid=1219572143098&pagename=JPost%2FJPArticle%2FShowFull
Brand Israel
[Jerusalem Post] Haskell Nussbaum - September marks the beginning of an ambitious new pilot program, being run by the consul-general in Toronto, Amir Gissin, to "rebrand" Israel. Starting with print ads in bus shelters and billboards, and continuing with radio and editorial content, Israel will be portrayed as an innovative leader in technology that brings real benefits to people. "Explaining why we are right is not enough," says Gissin. "Our goal is to make Israel relevant and attractive to Canadians and to refocus attention away from the conflict." The writer is the author of 101+ Ways to Help Israel: A Guide to Doing Small Things that Can Make Big Differences.