On the morning of Israel's 61st Independence Day, which falls on 29 April 2009, a new Tel Aviv beach will open to the public – in Vienna, Austria.
"Tel Aviv Beach" is located in the center of the city, along the banks of the Danube River that intersects the city, and only a few hundred yards from St. Stephan's Cathedral.
The beach is an additional platform of Israel's embassy in Austria, and an additional layer in the implementation of the active public diplomatic strategy promoted by the embassy.
The project represents this broad and consolidated concept, and is intended to serve as the foundation of the Israeli Festival, which will run until October. A range of festival events will be staged at other venues, not only in Vienna but in various Austrian cities such as Salzburg, Innsbruck, Gratz and Linz as well.
Israel's rich cultural life, its society and its products are not well known in Austria and in other cities around the world. The Ministry of Foreign Affairs perceived this challenge some time ago, and has since been actively market these topics, using various methods. The Israeli embassy in Vienna has implemented an active approach, which is expressed by the number of initiatives. The most conspicuous of these was the "Israeli streetcar", a typical Viennese streetcar, completely wrapped on the outside with campaign pictures, and with LCD screens and advanced sound systems inside.
Thousands of Viennese residents and tourists were exposed to this new Israeli experience, which soon became a newsworthy event that was broadly covered in the media and caused an immediate upsurge in the embassy's activities and Israel's image. The Israeli media reported the event at length.as well
The streetcar began operating in August 2008, but increased its activities during Operation Cast Lead in Gaza until it ceased operations in February 2009 at a well-covered press conference.
The "Tel Aviv Beach" represents a significant escalation in the scope of activities and the leverage of strategic success. Approximately 1000 sqm., bounded by a huge screen on one side and a Bauhaus-style café/bar/snack bar on the other. Beach chairs and Tel Aviv's typical night-scene pyramid-style street lamps are already on the way, Israeli atmosphere for Austrians and international tourists who flood Vienna alike. The beach will offer a typical Israeli refuge from European routine. Chill-out, excellent food and spontaneity. Broad, unrestricted internet coverage with a range of popular web technologies on the side.
The festival's beach side program is cyclic, and includes film nights, hi-tech/software and games nights, "quiet" nights, where recordings of surf breaking on the Tel Aviv's shore will be heard alongside yoga workshops, live performances with Israeli and local bands and more.
Unique events, such as international cooperation with embassies and organizations, promotion of tourism and trade with Israel by increasing exposure of Israel companies and initiatives, fashion shows and designer fairs, are also planned.
The central event is planned for the middle of the July, with the participation of Tel Aviv Mayor Ron Huldai, the mayor of Vienna and many celebrities.
The Ministry of Foreign Affairs, the Ministry of Tourism, the Tel Aviv municipality, the Centennial Administration, the Austria-Israel Chamber of Commerce and many other organizations partnered in the initiative to bring the spirit of Israel from the shores of Tel Aviv to Europe.