How cool is Tel Aviv?

Earlier this summer, The New York Times travel section triumphantly declared Tel Aviv "the capital of Mediterranean cool."

That overstated story help set off a rush of travel reporters who practically stumbled over each other to similarly declare Tel Aviv hip, happening and Now.

But now comes the moment that Tel Aviv has truly Arrived: In exclusive video you can see here on Checkpoint Jerusalem, Paris Hilton declares Israel's coastal capital to be "hot."

In a new promotional ad campaign for Germany's Rich Prosecco sparkling wine, Paris reclines on a divan in a tasteful gray dress (so as not to offend the ultra-Orthodox would be my guess) and seals Tel Aviv's status as, not just hot, but Paris Hot.

"I would love to come party with you and Rich," Paris says in the promotional video. "Because I heard the night life in Tel Aviv is so hot."

(As a public service, Checkpoint Jerusalem is providing the video, courtesy of Rich Prosecco, which can't be found (yet) on YouTube, or anywhere else I'm aware of...)

Now, some might say that, if Tel Aviv is Paris Hot, maybe its time has passed.

This new "Tel Aviv is Trendy" trend prompted Time Out Israel to ask, in the current issue: "Is Tel Aviv really that cool?"

Overall, the "hip" magazine gave Tel Aviv a score of 7.1.

Time Out Tel Aviv rated Tel Aviv nightlife a 9, culture an 8, and inhabitants a 9. But it rated Tel Aviv food a 5, cost of living a 4 and urban landscape a 6.

So Paris thinks Tel Aviv is hot. But what do Israelis think of Paris?

Apparently some at the Rich Prosecco launch party weren't too impressed with Paris, even though she busted out with some Hebrew words in the video.

"For a dumb blond like Paris Hilton, it's amazing she can distribute a drink like this," one guy named Amit told Israel's main entertainment station.

Party-goers had better things to say about the drink itself, which is basically like champagne in a Red Bull can.

“To open a can and begin to drink in the forest, on the beach, at home, to go out for a walk with it, I love it," said Rich Prosecco fan Doreen. "I love this concept. It's also really good."

Rich Prosecco is hoping to capitalize on Paris Hilton's celebrity by bringing her to Tel Aviv some time soon to promote their sparkling wine in person.

Now that would be Paris hot.