The Jerusalem Development Authority (JDA) has collaborated with Thomas Cook to promote Jerusalem as a tourist destination, in a campaign rolled out across Europe. According to multiple sources, the aim of the partnership is to explore the historical significance of Jerusalem, by showcasing its offerings through a multi-channel media campaign through Thomas Cook’s online, social media, direct and in store channels. The campaign is to be executed by the travel agent’s creative agency 1841, with a strategy featuring photographic and video content, capturing various aspects of Jerusalem’s ancient and modern aspects.