Jumping to Hungary: Turning an Insight into a Creative Campaign - Campaign in Israel

It began with a small piece of research about how Israelis plan their holidays and ended with a campaign that reached over 9.5 million impressions in just ten days. But more than the results, it reminded me that a successful campaign doesn’t start with the idea - it starts with the question. A campaign for "Visit Hungary", in collaboration with Terranova.

The opportunity: Israelis and Last-Minute Travel

I never formally studied creative advertising, but I’ve been doing it for a decade. What I do study is a B.A. in Management and Economics with a specialization in Strategy, and that probably explains why every campaign I lead starts with the same question: why? Before the creative, before the media, before production, there’s strategy.

It all started with a simple consumer insight: Israelis love spontaneity. Holidays, long weekends, and quick breaks abroad are often planned at the very last minute.

Ahead of the Jewish holidays, our research revealed that nearly 100,000 flight tickets are purchased at the last minute, while around 50 weekly flights connect Israel and Budapest. These two data points created a clear opportunity: to position Hungary as the ideal destination for spontaneous getaways - one that is close, accessible, and full of experiences.

The Creative Concept: From "Closest to Israel" to "I Jumped To..."

Visit Hungary’s official slogan in Israel is “Closest to Israel". We wanted to take that message one step further - not only highlighting proximity, but translating it into an emotion, a mindset, and an everyday feeling. That’s where the creative concept emerged. Instead of inventing a new slogan, we decided to speak in the audience’s language - using a familiar Hebrew expression: “I jumped to…”

It’s short, friendly, spontaneous, and authentically Israeli. I jumped for a vacation. I jumped for the holidays. I jumped for shopping. Three variations that captured everything we wanted to say: it’s close, easy, and fun.

קפצתי לשופינג - קמפיין הונגריה

קפצתי לחגים - קמפיין הונגריה

קפצנו לחופשה - קמפיין הונגריה

The Israeli Campaign Execution: Creative, Content, and Hotel Offers

We created a series of banners targeting three key audiences: families, couples, and shoppers. Each banner featured people “jumping” into the frame, visually conveying the sense of movement, lightness, and freedom. But the campaign wasn’t just about visibility.

We wanted to create real value for travelers - not only exposure.

We partnered with Lametayel, Israel’s leading travel content platform, to build a dedicated Hungary landing page featuring:

• New content about attractions and destinations across Hungary

• Lesser-known travel ideas

• Exclusive hotel deals in collaboration with Neuland, offering discounted accommodation for Israeli travelers

This connection between inspiration and conversion turned awareness into measurable action - from ad exposure, to content engagement, to bookings.

Results for the campaign in Israel: Awareness, Engagement, and Real Impact

• Over 9.5 million impressions in just ten days

• Around 40,000 banner clicks

• More than 40,000 visits to the Lametayel campaign pages

• Higher-than-average engagement time compared to similar campaigns

The campaign exceeded all expectations, strengthening Hungary’s positioning as a close, attractive, and spontaneous travel destination for Israelis.

Lessons Learned: Strategy Comes Before Creativity

Good creative isn’t about clever wording, it’s about telling a story rooted in genuine audience understanding. When you know what drives people, the language writes itself.

Israelis don’t “go abroad.” They “jump.” And when your message speaks that language, they’re already halfway to the airport.