When the top nominees at this year's Oscars open their goodie bags, inside will be a potentially controversial gift. Israel has offered the 25 nominees for the top five awards, plus Chris Rock who will host the ceremony, a personalised tour of the country valued at up to $55,000 including first class flights and luxury hotels.
The trip is part of a traditional gift bag handed out by a marketing firm around the time of the Academy Awards -- this year reportedly worth more than $200,000. The tourism ministry says the tour packages are designed to show the real Israel. But critics have accused the country of using such promotional campaigns to whitewash alleged abuses against Palestinians, including the blockade of Gaza and occupation of the West Bank. Sam Gee, founder of the exploreisrael.com agency that came up with the idea, said it was part of a plan to bring "influencers" to Israel.
The battle over celebrities in the region is hardly new. Frank Sinatra appeared at a benefit concert calling for support for a Jewish state in the Middle East even before Israel's creation in 1948. Yet the success of anti-Israeli campaigners -- most prominently the Boycott, Divestment and Sanctions (BDS) movement -- in increasing criticism of Israel's actions, as well as a fresh wave of Palestinian violence, has put renewed focus on the country's image. Social media have greatly amplified the reach of celebrity endorsements.
When Kim Kardashian and Kanye West visited Israel in 2015, the mayor of Jerusalem reportedly asked them to become ambassadors for the city and to tell people that "everyone is welcome in Jerusalem". It is unclear whether the status of east Jerusalem, which was occupied by Israel in 1967 and later annexed, was discussed. The Palestinians see east Jerusalem as their future capital, while Israel views the entire city as its undivided capital.
Gee said they hoped nominees taking up the package would share their experiences on social media. Asked whether the celebrities would be permitted to visit Palestinian cities such as Ramallah in the occupied West Bank if they wanted, Gee said yes. But the offer also has the potential to backfire. Nominees Mark Ruffalo and Mark Rylance have been openly critical of Israel's practices, including its ongoing blockade of Gaza.
Despite the risks, there are reasons why celebrity endorsements are pursued: they often work. But the celebrities themselves also run risks. Recently, famous footballer Christiano Ronaldo appeared in an advert for an Israeli Internet company. He had previously been claimed by many pro-Palestinian activists as a supporter of the cause. When the video was posted on his social media channels, he was criticised by Arab fans.
