Simulating an Airport to Influence National Decisions.

In 2018, a national debate emerged around the proposed location of Israel’s next international airport. While the discussion was largely technical and policy-driven, it lacked public visibility and broader engagement.

I led the development of a campaign designed to bring the issue into the public sphere by making the proposal tangible. Instead of arguing against the plan through traditional communications, we created a fully simulated international airport - Nevatim International Airport - presenting it as if it already existed.

The campaign included a dedicated website, visual assets, and media-ready content that showcased the airport’s imagined impact, allowing audiences and decision-makers to engage with the proposal in a concrete and accessible way, while highlighting the pros of the southern option and focusing on the benefits it will yield to the entire region in the future.

By reframing the debate from abstract planning to lived positive experience, the campaign generated significant media attention and contributed to increased public and political scrutiny of the proposal.