Lifeguard tower becomes luxury suite

Unique destination marketing competition to stay there
The first project of its kind in the world, in which a lifeguard tower on a Tel Aviv beach is transformed into a luxury hotel suite, is being created. The guests will be winners of an international competition.
The City of Tel Aviv, the Israel Tourism Ministry and Brown Hotels Urban Collection, are launching the project, with the competition organised in partnership with
The winners will be flown to Israel for four-day trips on March 15-25. Their first night will be spent inside the lifeguard tower at Frishman Beach, renovated to meet the criteria of a five-star hotel. Amenities include a personal butler, pampering shower, breakfast and room service.
This initiative is also designed to showcase Israel as a tourist destination in the winter and shoulder seasons.
The marketing campaign is being implemented by the tourism ministry as part of the ongoing Two Cities One Break campaign, promoting Tel Aviv and Jerusalem in countries that have been defined as potential targets for increasing tourism.
To take part in the competition, participants are asked to upload a photo of themselves to Instagram against the background of their city, wearing the beach gear they would take with them to Tel Aviv. They should be photographed with a sign bearing the hash tag #TAKEME2TELAVIV. The most creative and viral submissions win. The competition website is


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