In recent years, "Cellcom", the leading Israeli cellular provider launched the biggest musical events in Israel, branding itself with the music industry in Israel. Projects like "Cellcom Volume", a series of live concerts by Cellcom, and the Israeli version of American Idol "A Star is Born" are examples of this connection.This year Cellcom launched a new plan designed especially for families, and was looking to keep on with a big musical event designed for families . A survey conducted by the brand concluded that 75% of Israelis like to spend their family quality time having a picnic, specifically in open-green spaces."Promarket Group" was asked to create an event in the spirit of the music motive, and the beginning of springtime in Israel, that would connect with the Cellcom family plan. That’s how the "live Musical-Raft concert" was created. Cellcom invited Israeli families to come to the Yarkon Park in Tel Aviv, to celebrate springtime in Israel with the biggest family in Israel- the Cellcom family. They spent the afternoon having a picnic while listening to eight musical rafts that floated up and down the biggest river in the Tel-Aviv area, spreading over a 2.5 kilometer course. Eight different musical shows, composed of well known Israeli artists and bands performed live, on eight different rafts, while the families sat by the bank on Cellcom branded picnic blankets. and enjoyed a classic spring day.Tens of thousands of people came to the picnic enjoying a pleasant sunny afternoon and listening to great music.
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