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114%110 11)1).

lthough Israelis re-
cently found a new re-
lease for their critical
bent in the country's
representation at Seville's
EXPO '92, little attention has
been paid to the successful
national pavilions erected an-
nually at 60 international
trade fairs. With food,
fashion, jewelry, publishing,
aviation, electronics, plastics,
packaging and medical sup-
plies just a few of the products
exhibited, the fairs are doing
., 1 .
A uniform display at an exhibition.
wonders for Israel's image
abroad and for its export
stitute," which h:
potential.
designer for each s.t:
Organizing this monumen-
responsible for setting
tal effort has fallen to the
_
rules and regulations
Israel Export Institute and
manufacturers. "Manufac-
ITEX, a private company
turers are also given publici-
which represents foreign fair
ty in trade journals, invita-
organiz•:rs and helps Israeli
tions to press conferences and
manufacturers who want to
cocktail parties, and addi-
participate either in the na-
tional perks depending on the
tional pavilion or go it alone.
event," says Ms. Gurevitz.
"More than 12,000 Israeli
trade representatives have
Preparation time also
taken part in these fairs,"
varies greatly. A show held
says Na'ama Brill, assistant
twice a year (such as fashion),
general manager of ITEX.
can take as little as four
"Our only conditions are that
months to set up, while fairs
the companies engage in ex-
held every 2-3 years often re-
port and that manufacturers
quire a two-and-a-half year
be members of the Israel Ex-
port Institute." Says Dita
Fairs are doing
Gurevitz, director of the In-
stitute's Fairs & Exhibitions
wonders for
Division, "We try to accom-
Israel's image
modate as many of our 1,800
abroad.
members as possible. This
year alone we doubled our
pavilion space in at least 50
period to effectively lay
exhibitions."
groundwork.
While Ms. Gurevitz mai n-
According to Ms. Gurevitz,
tains that it is difficult to
half
of the world's trade fairs
measure the financial succe ss
are held in Germany
of each fair, she does point o ut
"because of the sophisticated
that Israel made successf ul
equipment and services it
inroads at the Anuga Foo d
provides fair participants."
Fair, the Singapore Air Sho w
The Anuga
and at jewelry shows aroun d p uters), K (food), Cebit (com-
(plastics & rubber),
the world. At Anuga, a
Drupa
(printing) and
cholesterol-conscious au
Photokina (photography)
thence enthusiastically taste d
t rade fairs are all held in Ger-
Israel's vegetarian delight
many,
but other countries are
and kosher meat product s,
a ttempting to carve out a
believed to be cleaner an d n
iche for themselves. Accor-
leaner than the average bee f,
d ing to Ms. Brill, "Some
mutton and poultry sold th e
I sraelis have begun ex-
world over. In Singapore
h ibiting at fairs held in Vien-
Israel was one of the larges t n
exhibitors with a pavilio n E a as an effective bridge to
measuring between 600-70 0 b astern Europe." Turkey has
ecome a similar link to
square meters.
nderdeveloped nations.
The participation fe e
"More and more manufac-
"depends on space and design
urers
are demanding exhibi-
as well as the number of peo -
ti on space because trade
ple attending," adds Ms. Brill
sh ows are one of the most im-
Nonetheless, as Ms. Gurevitz
ortant marketing avenues —
quickly points out, "Fifty per-
es pecially for consumer
cent of the fee for exhibitions
go ods," Ms. Gurevitz con-
within the normal pavilion is
to nds. "Just look at what's
subsidized by the Export In-
ha ppened in our jewelry in-