Background
For many years, tourists and visitors avoided visiting the Old City – an area with a great deal of untapped potential. Ariel, the local event production company responsible for the development and production of cultural events throughout the country, has created the Knights Festival which has become a unique cultural spectacle. The event, which puts on shows and performances in the theme of the Middle Ages, has turned the Old City into a tourist attraction and has brought success upon the local shops and food vendors during the course of the Festival and even during the nighttime hours.

The Goal
To create an advertising message that will attract visitors to the Old City in a quality way especially at night. The campaign addresses diverse crowds composed of local and foreign Hebrew and English speakers.

The Challenges:
This region is not typically frequented during the evening hours but still has other events taking place in that area during the Festival. In addition, the campaign required a signage system that would direct the crowds through a large, complex and especially winding route.

The Results
The Festival is considered to be a leading event that’s been successfully taking place for a number years, as it attracts a vast audience, numbering over 70,000 visitors each year, with those among them visiting the Old City at night.

Our Solution:
Branding, design and advertising of all the features of the festival since its inception in 2010, including: Signage and branding of the spaces of the venue, marketing and advertising, design of informational and directional materials and more.