This document proposes an "Israel Week" event to promote tourism to Israel in four US cities over four weeks. The event aims to attract millennials and baby boomers interested in Israeli culture, innovation, fashion and cuisine. Each city will highlight a different aspect of Israel through city-specific events, exhibitions, food stalls and virtual reality experiences. Promotion will include social media, earned media coverage and paid advertising to increase user-generated content about Israel and establish its brands as innovative, enduring, and appealing to different travelers. The goals are to successfully rebrand Israeli tourism and culture and facilitate cultural exchange between the US and Israel.

1. event proposal

2. israel week event proposal
event proposal 1
Overview
Israel Week is a four-city promotional tourism event that will be held for three days in each city as a way to
not only promote Israel’s rebrand and new branding approach (city branding) but also highlight the culture,
innovation, fashion, and cuisine. Over four weeks, Israel Week will travel from New York and Boston, west to
San Francisco and LA.
Objectives
• Attract baby boomers and millennials interested in fashion, technology, traveling, and entertainment to
these events and convince them to visit Israel.
• Increase the amount of user generated content and engagement with Israel online through owned and
shared (user-generated) content.
Drive home key messages to attendees, particularly that Israel:
• Has something for every traveler;
• Is an innovative and exciting place to learn from;
• Is the best of both worlds; it has a culture that is enduring yet innovative.
Highlights
City-Specific Events
We picked New York, Boston, LA and San Francisco, as these cities are each known for a different feature of
Israel we’d like to promote—New York and LA for fashion and entertainment and Boston and San Francisco
for technology and entrepreneurship.
NEW YORK
April 26 - April 28
Grand Central
Station
FASHION
LOS ANGELES
May 10 – May 12
Grand ParkFILM/TV
SAN FRANCISCO
May 17 – May 19
The ExploratoriumSTARTUPS
BOSTON
May 3 – May 5
The Museum of
ScienceTECH
APRIL 26: OPENING CEREMONY
APRIL 27: FASHION + TECH
APRIL 28: ISRAELI ROCK
MAY 3: MEDICAL TECH
MAY 4: STARTUP CULTURE
MAY 5: TECH + INNOVATION
MAY 10: THE ISRAELI FILM INDUSTRY
MAY 11: FILMING IN ISRAEL
MAY 12: ISRAELI ROCK
MAY 17: INVESTING IN ISRAEL
MAY 18: STARTUP CULTURE
MAY 19: TECH + INNOVATION
Featured City: Tel Aviv & Dead Sea
Themes: Fashion, Beauty, Wellness
Target: Affluent, Fashion-Forward
Tastemakers
Featured City: Tel Aviv & Dead Sea
Themes: Science, Technology,
Startups & Innovation
Target: Tech-Savvy Influencers
Featured City: Jerusalem
Themes: Entertainment, Film & TV,
Fashion
Target: Hollywood Influencers,
Affluent Tastemakers
Featured City: Tel Aviv
Themes: Technology, Investing,
Startup, Innovation, Software
Target: Tech-Savvy Influencers,
Academics, Investors

3. Other Event Highlights
At all events, there will be several features that will showcase Israel as a whole, as well as the unique features
of the three cities/areas that we are trying to promote: wellness & relaxation in the Dead Sea, innovation &
technology in Tel Aviv, and history & culture in Jerusalem.
Bazaar & Food Stalls
Partner with Israeli and local restaurants to showcase Israeli cuisine & goods. Featured stalls:
• Israeli street foods & prepared/packaged foods
• Challah-making workshop
• Israeli wine tastings
• Crafts & handmade items
High-Tech Exhibition
Curate the latest high-tech innovations from Tel Aviv & Jerusalem in partnership with: Tel Aviv University,
Bloomfield Science Museum of Jerusalem and Start-up Nation Central.
City-Specific Photo Gallery
Partner with GoPro, Google Cardboard or Oculus Rift to showcase Jerusalem, Tel Aviv and the Dead Sea
using Virtual Reality.
event proposal 2
Promotion
Owned Media
We will heavily pre-promote Israel Week on social media and provide live coverage (live-tweeting, live GIFing,
active retweeting) during each day of the event. We will use #Israel and #IsraelWeek to promote the event.
Earned Media
We will actively monitor for media coverage of Israel Week leading up to, during and after the event. We will
schedule out tweets each day, linking to the article and tagging the @handle of the blog, site, or journalist that
authored the article. We will also actively retweet journalists and influencers writing or covering the event.
Paid Media
We anticipating allocating a budget for paid ads on Twitter, Facebook, and Instagram leading up to the event
and promoting the event locally.
We recommend looking into Snapchat prior to the event, as it has geotargeted ad options and geo-filters that
can be utilized during the event to increase reach and engagement.
We also recommend looking into creating a custom emoji for Twitter that is generated every time the user
uses #IsraelWeek (similar to the moonman emoji during VMAs and the Iron Throne emoji during the season 6
premiere of Game of Thrones).
Sample Targeted Media
Outcomes
• Increased user-generated content & positive conversations using Israel-related content
• Successful relaunch of a new/consistent tourism brand
• Established brands of Tel Aviv & The Dead Sea; Continued promotion of Jerusalem
• “Cultural Exchange”: bring Israel to the US to bring the US to Israel