If you can't beat them, advertise to them. That's the attitude the city is taking toward drivers who insist on driving into and parking in the city's center, apparently oblivious to the fact that it’s more congested and messed up than Amy Winehouse with a cold. The Jerusalem Tourism Authority, which apparently thinks the tourists came to see the traffic jams, wants them to know that the city fought over by a multitude of peoples has more to offer. From a press release:

If until now the words "city center" caused you to shudder, to think of pressure, traffic jams and noise, the Tourism Authority and the Eden Company would like to remind you that there is so much more: tourist attractions, galleries, museums, sculptures, city murals and many other attractions.

For those lucky enough to find a place to put their cars and actually get out, the Authority will offer a free brochure - ahem, booklet - listing a number of places of interest for them to visit during their foray. Although the new initative is called Naim B'Yerushalayim in Hebrew, a double-meaning play on words ("Naim" means both "moving" and "pleasant"), planners have translated it simply as "A Stroll through Jerusalem," perhaps a lesson learned from overzealously literal translations.

Presentation of the booklet will give users 10 to 33 percent discounts at many of the city's attractions, such as the Tower of David (15 percent discount during the day), the Museum on the Seam (10 percent discount), the Time Elevator (10 percent discount), the Rav Kook Museum (25 percent discount) and more. Other items in the booklet are advertised for the special price of free, though in reality we doubt you would be charged admission for walking into Machane Yehuda or looking at street art without the booklet.

Still, the fact that the booklet itself is free makes it that much more attractive than the city's previous marketing scheme, HolyPass, which we discovered is not such a deal. Plus, it comes with a handy dandy map, and the entire content is printed in both English and Hebrew. Take that, Frenchies.

The booklet, which features a love-polluting little lion (see picture above) that looks suspiciously like some of Don Hertzfeld's more disturbing characters, will be given out to cars parked at the Karta, Safra, Independence Park, City Tower and Machane Yehuda lots.

Image of the new booklet guide courtesy of the Jerusalem Tourism Authority.