http://www.ynetnews.com/articles/0,7340,L-3673206,00.html Lothar Matthaus to pitch Israel to Germans
Maccabi Netanya soccer coach signs deal with Tourism Ministry to promote Israel at international tourism fair in Berlin next month. Former German soccer player will talk about Israel, play soccer with visitors, sign soccer balls
Danny Sadeh
Published: 02.19.09, 09:03 / Israel Travel
After recruiting model Bar Refaeli to sell Israel to the English, and Moran Atias to sell Israel to the Italians, the Tourism Ministry has decided to go one step further and German Maccabi Netanya soccer coach Lothar Matthaus to pitch Israel to the Germans.
According to a contract with the Tourism Ministry, Matthaus will travel to Germany next month to take part in the ITB international tourism fair in Berlin – one of the largest tourism fairs in the world.
There, according to the agreement, the former German Footballer of the Year will present to his countrymen Israel and the Israelis as he has come to know them from his time in Israel.
During the ITB fair, Tourism Ministry agents will go to great lengths to boost Israel's marketing in hopes of curbing the sharp drop in incoming tourism recorded last month. The intensifying global economic crisis and Israel's Operation Cast Lead in Gaza are the main sources of the decline.
Special emphasis will be put on Tel Aviv and its centennial celebrations at the fair, and the list of events planned to take place in the city this year will be presented to visitors.
Tourism Ministry Director-General Shaul Tzemah said that for every tourism fair Israel seeks a personality that is popular with the local crowd and also well acquainted with Israel, and that Matthaus was the perfect fit.
After talking with Tourism Ministry officials and agreeing on the terms of payment, Matthaus agreed to take part in the fair and stand at the Israeli booth.
"We will paint the fair with attractive colors, he will sign soccer balls, make a few kicks to the goal play with guests in the Israeli booth and talk about how Israel is a safe country," said Tzemah.
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According to the agreement, Matthaus will receive €8,000 ($10,100) from the Tourism Ministry, that will cover all his expenses.
The coach will also give an interview about Israel to one of Germany's biggest newspapers, and will attend a dinner party with travel agents and play some soccer with them at the fair.
Matthaus's interview to the local newspaper will be equal in value to a €70,000 ($88,300) ad campaign.
Topic: Lothar Matthaus to do Public relations for Israel in Germany (Read 1725 times)