recommended strategy for the israeli tourism commissionTEAM ISRAELI TOURISM

Lingyi HouFengwei JiangRui (Sophia) Sun

Yuqing ZhuJingyi (Sherry) ZhouDongxu Li

CAPTAIN: Diana Montoya SUPERVISOR: Sabrina Ruiz Ruochen (Jessie) Cheng

insights

• industry trends• situation analysis• goal & objectives• audiences &

messaging• branding• campaign review

strategic framework

• city branding• brand promise• strategy

overview

program recommendations

• program overview

• digital & social strategy

• event strategy• media relations

strategy• target media

implementation

• timeline• measurement• evaluation

agenda

INSIGHTS

Rebounds From:

Social Media's Increasing Role

• Economic insecurity• War & conflict• Terrorism• Refugees

• Reviews & blogs influence travel decisions

• Social media influences 1 in 4 international trips

industry trends

INSIGHTS

Total Number Market Share

。

Perception as only a religious

destination

Perceived Unrest in

Part of the Country

Weak Digital & Social

Media Presence

Total Number of Visitors to

Israel

626,000US Visitors

From 2.2% to 1.8% in 2014

3.3 Mil 19%

situation analysis

INSIGHTS

Total Number Market Share

goal & objectives

Increase visitors to Tel Aviv and The Dead Sea by 10%. Increase visitors to Jerusalem by 6%.

Increase baby boomer tourists by 10%. Increase millennial tourists by 20%.

Increase following on social media by 500%. Increase positive usage of official Israeli Tourism

social tags by 1000%.

Increase mentions of Israeli cities, culture, and products in the media by 300%.

goal Rebrand

Israeli tourism to attract

more visitors

INSIGHTS

Total Number Market Share

target audiences

22%

42%

36%

Arrival of Tourists to Israel by Age Group

Millennials Baby Boomers Others

Millennials Baby Boomers$200B $120B

Annual Travel Spending by Age Group

INSIGHTS

Total Number Market Share

target audiences

Insights

audience insights relevant experiences

interested in multi-generational & family

travel

value wellness, self-improvement &

relaxation

seek out planned trips & excursions

fun & adventure seeking

value custom & authentic excursions millennials

baby boomers

Wellness, health & spas

Warm, year-round climate

Day trips & historical tours

Nightlife, beaches High-tech innovation

Adventure tourism

INSIGHTS

Total Number Market Share

target audiences

Key Messages

millennials

baby boomers

Israel is an exciting,

innovative, and new place to

explore and learn from.

Israel is the best of both worlds,

traditional & modern, enduring

& innovative.

all audiences

Israel is a safe place to travel to.Israel has something for every traveler.Israel is easy to travel around due to its size.English is widely spoken and understood.

INSIGHTS

。

branding trends

According to the 2015 ITB World Travel Report, CITY TRIPS are one of the main drivers of travel market growth over the past year,

increasing by 82% to reach nearly a QUARTER of all holidays taken this past year.

NYCPARIS

CANCUN

TOKYO

INSIGHTS

。

branding opportunities

The top 5 sites are religious & are located

in Jerusalem.

INSIGHTSpast campaign review

Israel has religion &

history

ESTABLISHED BRAND

Israel has a high-tech & innovative

culture

2004Israel has beaches

& nightlife

2007Jerusalem is a religious,

business & tech destination

2016

COUNTRY BRANDING CITY BRANDING

RELIGIONHISTORY

TECHNOLOGYINNOVATION

RELIGIONHISTORY

BEACHESNIGHTLIFE

TECHNOLOGYINNOVATION

RELIGIONHISTORY

TECHNOLOGY

RELIGIONBUSINESS

STRATEGIC FRAMEWORKcity branding

ISRAEL

Jerusalem is “The Holy Land,” an intersection of three religions

JERUSALEMTel Aviv has a high-tech

& innovative culture with fun nightlife &

adventure

TEL AVIVThe Dead Sea is the

place for adventure & relaxation

THE DEAD SEA

ADVENTUREWELLNESS

RELAXATION

INNOVATIONNIGHTLIFEBEACHES

RELIGIONHISTORY & CULTURE

STRATEGIC FRAMEWORKbrand promise

ISRAEL: A PLACE TO RENEW YOUR SPIRIT

Jerusalembe inspired be moved

Tel Avivbe energized

be excitedbe recharged

just be

The Dead Sea

STRATEGIC FRAMEWORKstrategy overview

BLOGGER OUTREACH

MEDIA TOUR

TV & FILM

PROGRAMS

PRINTONLINE

PROMOTION

PARTNERSHIPS

SOCIAL

IMAGE

IDENTITY

consolidate & focus brand

create consistency

build overarching brand story

change perception

generate interestincrease owned & shared content

3rd party endorsements

extend brand reach

communicate key messages

generate coverage

change/reinforce perception

increase exposure & awareness

deliver brand promisepromote offerings

reach baby boomersreach

millennials

generate buzz &

engagement

goal Rebrand

Israeli tourism to attract

more visitors

RECOMMENDATIONSprogram overview

digital & social strategycreate an active &

consistent presence on all platforms

event strategylaunch events across four cities to promote

new tourism brand

media relations strategyincrease awareness

through media relations &

partnerships Tactics Tactics Tactics

promotional events

pr & marketing campaign

media tour

blogger outreach

tv & film

creative redesign

paid media

physical events

earned media

owned media paid media

paid media

earned media

shared media

digital audit & consolidation

engagement strategy

RECOMMENDATIONS

audiences

all audiences

tactics

engagement strategy

digital audit &

consolidation

digital & social strategy

DIGITAL AUDIT & CONSOLIDATION• create a consistent brand experience across digital &

social.• establish a clear brand identity of israel and the sub-brand

identities of tel aviv, jerusalem and the dead sea.

CAMPAIGNS

CONTESTS

Educational Campaign• Feature one Israeli city, its sites, and unique offerings each

month. • Share at least one photo, fact, positive article, or user-

generated content about the city each day on each platform.

Visit Israel & Escape Winter Contests• Educate audiences on Israeli cities, sites, and tourist

offerings.• Promote Israel’s year-round climate.• Generate buzz & excitement about travel to Israel.

tactics

engagement strategy

digital audit &

consolidation

digital & social strategy

RECOMMENDATIONS

audiences

millennialsyounger

baby boomers

ENGAGEMENT STRATEGY• create an active & consistent presence on all platforms• increase knowledge of israeli tourism offerings.• generate positive conversation around israeli tourism.

RECOMMENDATIONS

event strategy

tactics

promotional events

pr & marketing promotion

NEW YORK April 26 - April

28Grand Central

StationFASHIO

NAPRIL 26: OPENING CEREMONYAPRIL 27: FASHION + TECH

APRIL 28: ISRAELI ROCK

BOSTONMay 3 – May 5

Museum of ScienceTECH

MAY 3: MEDICAL TECH

MAY 4: STARTUP CULTUREMAY 5: TECH + INNOVATION

LOS ANGELES

May 10 – May 12

Grand ParkFILM/

TVMAY 10: ISRAELI TV & FILMMAY 11: FILMING IN ISRAELMAY 12: FASHION + TECH

SAN FRANCISCO

May 17 – May 19The ExploratoriumSTARTUP

SMAY 17: INVESTING IN ISRAELMAY 18: STARTUP CULTURE

MAY 19: TECH + INNOVATION

audiences

fashionable, tech-savvy

influencers & tastemakers

• leverage partnerships with local influencers and third-party endorsers

• promote unique tourism offerings of tel aviv, jerusalem and the dead sea

• create an exciting offline brand experience consistent with digital & social brand identity

PROMOTIONAL EVENTS: ISRAEL WEEK

RECOMMENDATIONS

event strategy

tactics

NEW YORK April 26 - April 28Grand Central StationFASHIO

N

promotional events

EXAMPLEAPRIL 27: FASHION + TECH

Tech + Fashion ShowPair Israeli designers with Jewish or Israeli-American/US-based designers to create tech-themed collections based on: 3D Printing; Futuristic Design; and Mobile Apps.PartnershipPartner with GIPHY to live-GIF the event and share on social media.Key Media

pr & marketing promotion

Danit Peleg3D Printing

Alon LivneFuturistic Design

Yigal Azrouël Mobile Apps

Diane Von Fürstenberg

DVFMax Azria

BCBGKenneth ColeKenneth Cole

FAMOUS US/US-BASED DESIGNERS

FAMOUS ISRAELI DESIGNERS

RECOMMENDATIONS

event strategy

tactics

promotional events

OTHER EVENT HIGHLIGHTS

high-tech exhibitionCurate the latest high-tech innovations from Israel in partnership with:• Tel Aviv University• Bloomfield Science Museum of Jerusalem • Start-up Nation Central

bazaar & food stallsPartner with Israeli & local restaurants to showcase Israeli cuisine & goods. • Israeli street foods & prepared/packaged foods• Challah-making workshop• Israeli wine tastings• Crafts & handmade items

city-specific photo galleryPartner with Go Pro, Google Cardboard or Oculus Rift to showcase Jerusalem, Tel Aviv and Dead Sea using VR

bazaar

exhibit

gallery

pr & marketing promotion

RECOMMENDATIONS

event strategy

tactics

promotional events

pr & marketing promotion

SAMPLE HEADLINES

TRADITIONAL

“Israeli Tech and Fashion Collide at Grand Central”

ONLINE

“Israel Week: Visit Tel Aviv, the Dead Sea, and Jerusalem Without Leaving the City”

“Diane Von Fürstenberg and Danit Peleg: ‘3D Printing is the Future of Sustainable Fashion’”

COLLEGE

“Israel Week Shows the Future and Promise of Israeli Tech

• target key morning, talk and news shows to deliver key messages of israel week and new tourism brand.

• promote unique tourism offerings of tel aviv, jerusalem and the dead sea

RECOMMENDATIONS

media relations strategy

tactics

media tour

blogger outreac

h

film & tv

KEY MESSAGES

audiences

baby boomers & older millennials

MORNING & TALK SHOW TOUR

Israel is easy to travel around & english is widely spoken.

Israel has something for every traveler:

Tel Aviv is innovation & excitement.

The Dead Sea is relaxation & wellness.

Jerusalem is religion and history.

NEWSSHOWS

TALK & MORNIN

G SHOWS

TARGET MEDIA

BLOGGER OUTREACH• Provide travel bloggers with free tours to Tel Aviv,

Jerusalem and the dead sea to raise awareness of the three cities or region.

RECOMMENDATIONS

blogger outreac

h

media relations strategy

tactics

media tour

film & tv

audiences

baby boomers & millennials

Attractions &

Activities For

Custom Tours

Tel Aviv: Tayelet, Frishman Beach, eXteriorate, Bike Tour, Surfing

The Dead Sea: Mineral Beach, Spa, Masada National Park.

Jerusalem: Israel Museum, Western Wall

millennials

baby boomers

RECOMMENDATIONS

TV + FILM FEATURES & INCENTIVES Gain placement on US reality, cooking, and

travel television series and reality shows

blogger outreac

h

media relations strategy

tactics

media tour

film & tv

audiences

baby boomers & older millennials

RECOMMENDATIONSsample target media

TELEVISION

TRAVEL

ONLINE/BLOGS

MILLENNIALS

BABY BOOMERS

PRINT

iMPLEMENTATIONtimeline

2016 2017 2018

israel week

brand redesign & digital relaunch

blogger outreach

social engagement

social media contest

israel week promotion

social media contest

israel week

evaluation

israel week promotionmedia tour media

tour

IMPLEMENTATIONMeasurement

Social & Digital Media

Event Other Media

Key Indicators

Traffic

Followers

Mentions

Shares/Retweets

Key Indicators

Attendee Number

Media Coverage

SM Engagement

Sentiment

Key Indicators

TV Show Placement

Print Media Coverage

Partnership Number

SentimentLikes

Blogger EngagementSentiment

Mentions

Tourists Number

Key Indicators

All Tourists

Millennial Tourists

Baby Boomer TouristsFeedback &

Sentiment

Thank You