K and K Capabilities was assigned by the Private Sector Development Cluster Project (PSDCP) to plan, manage and implement "I am Jerusalem" Campaign for the benefit of Tourism and Arts Cluster in Jerusalem (TAJ).
The main objective of the assignment was to raise awareness in the society about the importance of tourism to the city and its community in terms of how it can contribute to income and standard of living, improves local community, increases employment opportunity, improves investments, increases opportunities for shopping, and creates new business opportunities, in addition to teaching the residents how to welcome and respect the foreign tourists and to reflect the shining side of the city.
K and K team believed that in order to enhance the local community's perception of the tourism sector, the awareness campaign targeted to inform them about the social and economic benefits of tourism is a must.
To have an effective campaign, we needed the local community to not only be informed, but most importantly convinced to change in terms of behaviors towards foreigners. This required a comprehensive, sustained and well-coordinated campaign to reach and influence the different target audiences.
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