Israel’s Ministry of Tourism launched a new TV advert that aired last month in the UK. The £2 million campaign, which included TV, video on demand and online spend, was produced by LAPAM, the Israeli government’s advertising agency, with creative design from Allenby Concept House.

The 40-second advert appeared on UK TV channels ITV, Channel 4 and Sky, among others.

The advertising campaign builds upon the ministry’s successful “Two Cities One Break” campaign, with the aim of encouraging tourists to visit the country’s main cities, Jerusalem and Tel Aviv, in one trip. The advert follows English television and radio presenter Sian Welby, the weather girl on duty, as she experiences the golden beaches of Tel Aviv and the historic sites of Jerusalem in an Instagram Stories-style format.