The Israel Ministry of Tourism launched its new advertising campaign, "You'll Never be the Same - Come Find the Israel in You," last month in Brazil. The campaign marks Israel's first in Brazil, and will include two-by-seven-inch print and digital ads appearing in leisure, Evangelical Christian and Catholic travel media, as part of a $125,000 strategic work plan developed by Haim Gutin, Israel commissioner for Tourism, North and South America, and other officials. Approximately 51,000 Brazilian travelers arrived in Israel last year, a 79% increase from 2009 and an all-time high for Brazilian travel to the Holy Land. Tel Aviv expanding bike rental service to