Come and have a good time

Nations have often resorted to ad men when they want to improve their image - either to encourage tourism or inward investment. For example, Spain wanted to portray that it was no longer a dirt poor country run by a dictator, but a stylish democracy. Barcelona topped that by holding the Olympics with Catalan elan. Freed from Soviet domination, the Baltic states successfully increased their appeal as cheap places for stag parties for richer Europeans. Many Arabian countries have world class hotels, but don't want to be known for past beheading policies. Britain went though similar campaigns in the 80's, to try and reverse the "sick man of Europe" image gained from striking public workers.

Israel, finding its image somewhat negative, also wants to rebrand itself. But unlike the other cases, their problems are not in the past. I'm sure Israeli beaches are very nice, clean and safe, and the tech savvy companies and Nobel prize scientists are all real. But the land stealing security fence, the unending violence towards Palestinians and threats to poorly defended neighbours are all very real too.

Even the Chinese government is clearly heading, at their own pace, towards an improved relationship with its citizens - and the Olympics seemed like an honest portrait of a fast changing empire.

Too many Israelis simply think that everyone is wrong except them. Even when their old friends the South Africans stopped racist rule, they still stick with the old antagonisms. Ultimately it's up to them to take the appropriate road, but their current attitude is broadly unmoving. Being bad is one thing, but being unrepentant is worse.

"We don’t want to ignore it but to contain it", says a brand-minded
Israeli. "There are 800 foreign correspondents here, all focused on the conflict. We would like them to zoom out and look at other things too. Branding is about the real Israel."

The real Israel does little to stop its security forces killing children. For that reason alone, many journalists will not be taking up the kind offers to enjoy the beach.