By Anshel Pfeffer, September 24, 2008
A top British re-branding guru, Fiona Gilmore, is currently on a fact-finding visit to Israel. Ms Gilmore's company, Acanchi, has been hired by the Israeli government to lead the campaign to recreate the country's international image.
The contract with Acanchi was announced last month. It is part of the campaign that Foreign MinisterTzipi Livni has been leading for the last three years to create a new international image of Israel, as far away as possible from its current Spartan, grim and war-torn one.