Background:
Throughout the year, tens of thousands of local and international tourists flood the streets of the Old City of Jerusalem and partake in the city’s nighttime events. One of the flagship events is the Knights Festival – a colorful event with an air of history that paints the streets of the Old City in Medieval shades that include, outdoor events, performances, street musicians, and knights in full armor.

The Challenge:
Going out at night??? To Jerusalem???

Before these events had started taking place in Jerusalem and in the Old City in particular, not too many people would normally walk the Old City streets after dark. By increasing accessibility to the public area through a clear and determined marketing strategy that addresses the diverse audiences, and by positioning these nighttime events as absolute must-see internationally acclaimed spectacles, Ikan-Maas was able to bring the Old City back to life.

Our Solution:
The Old City at Night? You HAVE to come!

The unique graphic style that was chosen for the Knights Festival, along with various products that made the open spaces accessible, turned the festival into an ongoing adventure for young and old alike. The leading visual that is selected anew each year, manages to excite adults and children alike as it supports the attributes of the brand which include: Adventure, diversity and innovation.

Ikan-Maas had designed and executed all the elements of the brand for this festival for three years in a row. Some of these included marketing and advertising materials, signage, branding of the various spaces of the festival, and design of informational and directional material.

The 2010 Festival's Page

The 2011 Festival's Page