EAST RUTHERFORD, NJ—The Israeli Ministry of Tourism has selected 5W Public Relations and MWW Group as co-lead agencies of record for North American public relations and marketing. The three-year contract has a $2 million annual budget and assigned following a competition involving 15 marketing and public relations firms.
The assignment includes extensive liaison with the Jewish and evangelical Christian communities—the groups statistically most inclined to travel to Israel. It also covers communication with the U.S. travel industry overall as well as grassroots marketing, creative materials development and placement and a variety of other assignments.
5W founder and president Ronn Torossian previously worked at MWW.