We created a 28-page guide to Israel focussing solely on the two cities. We split the publication into four overarching themes: food, art and culture, outdoor activities and shopping. In each theme we delved into what travellers could expect in each city. The aim was to create a narrative that introduced the complementary cities as equally interesting for a range of travellers. In addition to this, a ‘where to stay’ section highlighted some of the hotels that are participating in the scheme while offers throughout the publication promoted tour operators such as British Airways and Pomegranate Travel who have created bespoke offers for the campaign.