Tel Aviv is a global business hub, and Israeli’s are famed for their business prowess and negotiation skills. We wanted to celebrate this in a way that reflected this Israeli practice also gave a nod to Richard Branson’s own business which started on a market stall.
We sourced an antique shop in the heart of Jaffa Market, the city’s most iconic flea market, transforming it into the ‘Come Flea with Me’ travel agent. We created branded banners, sourced crew uniforms and bags and dressed the entire space alongside antiques and trinkets from the shop to give it an authentic look. As the stall took shape, excitement grew in the market, with rumours that Richard Branson was coming. At 3pm he arrived with Shai Weiss, the Virgin CEO who is also an Israeli, and the pair took tea in the store front whilst Shai gave Richard tips on haggling in Israel. And then Richard burst into action, asking the crowds to ‘roll.up’ and come and haggle with him for flights.
Lucky passersby secured flights and extras for huge discounts. One man was left in the dog house with his wife though, as he failed to believe he could really secure great discount flights and instead left with a toy plane. The resulting content was pitched in the UK and Israel, as well as being shared on Virgin social channels.