8/12/2019 About Us June 2014

1/48

Changing the way people think

and feel about Israel

facebook/Kinetis @kinetisteam @kinetisteam findoutmore@kinetis.org.il ww

8/12/2019 About Us June 2014

2/48

I havDREA

8/12/2019 About Us June 2014

3/48

In my dream, when I ask

the people I meet about Israel,

they all enthusiastically say...

8/12/2019 About Us June 2014

4/48

Buzzing with Creative Energ

Oh, Israel

ITS AN AMAZING PLACE,

8/12/2019 About Us June 2014

5/48

"ITS THEBIRTHPLAof some of the greatest life changing technand productsused around the world"

8/12/2019 About Us June 2014

6/48

"Its the

2nd largestINNOVATION HUB

in the world"

8/12/2019 About Us June 2014

7/48

"Its no.

1inSTART-UP COMPANIES

and VC investments

per capita"

8/12/2019 About Us June 2014

8/48

"Its where the

WORLDS LEADING MEGA-BR

choose to run theirR&D centers250 foreign R&D centers are active in Israel

8/12/2019 About Us June 2014

9/48

"Its that country tha

12NOBEL PRIZES

for contribution

to society"

8/12/2019 About Us June 2014

10/48

"Its

3rdin the world for

ENTREPRENEU

8/12/2019 About Us June 2014

11/48

"Its home to some of themost intriguingtalents in music, dance, fashion and the arts

8/12/2019 About Us June 2014

12/48

"WITHMOREMUSEUMSper capita

than any other

country"

8/12/2019 About Us June 2014

13/48

"Its got Tel Avivits on my list"!

"Top 10 beach cities"

"Miami Beach on the M

* National Geographic *

"Top 3 cities in the wo

"A kind of San Francis

in the Middle East"

* Lonely Planet *

"The hottest new hoo

"The Mediterranean Ca

* New York Times *

8/12/2019 About Us June 2014

14/48

And Who else has

JERUSALEM?

8/12/2019 About Us June 2014

15/48

THESE ARE ALLUNDISPUTED FACTSYet, most people outside of Israel dont know it.(And most people in Israel dont appreciate it)

8/12/2019 About Us June 2014

16/48

The truth is,

People all overthe world see

and perceive

Israel like this

8/12/2019 About Us June 2014

17/48

ThisFRUSTRATESme!

8/12/2019 About Us June 2014

18/48

WhileCONFLICTdoes indeed

impact our lives, ITS NOT WHAT

ISRAEL IS ALL ABOUT!

And that's why we've decided to take action

8/12/2019 About Us June 2014

19/48

WE ARE KINETA SOCIAL START Here to change the way people think and feel about Israel,

and ignite a richer conversation about our country.

And that s why we ve decided to take action

8/12/2019 About Us June 2014

20/48

We do this by connecting

people to the unique ingredients

of Israel's creative spirit

Inn

Entrep

Cultura

Cre

And were not the only ones who think so

8/12/2019 About Us June 2014

21/48

And we re not the only ones who think so

"If youre going to the Middle East to look for oil,you can skip Israel.

If youre looking for brains,

for energy, for imagination

its the only stop you need to make."

* Warren Buffet *

And were not the only ones who think so

8/12/2019 About Us June 2014

22/48

"I truly believe that Israel is

the energy center of the world."

* Madonna *

"This is a nation of museums and patents,timeless holy sites and groundbreaking innova

* Barack Obama *

And we re not the only ones who think so

8/12/2019 About Us June 2014

23/48

SO WHY DONTTHE FACTS SPEAK

THEMSELVES?

8/12/2019 About Us June 2014

24/48

Traditionally,

the issue of Israels

image is addressed

as if it is a soccermatch: there are

two sides, and you

have to choose one.

Who do you support?

Israel Palestinans

0

15

30

45

60

Canada Mexico France Italy Poland

28

10

51

6

27

12

18

25

9

16

22

10

2725

18

2825

17

4

USA England Germany Spain RSource: TNS Global

8/12/2019 About Us June 2014

25/48

But we look at it

DIFFERENTLY.We prefer to focus on the growing

number of people

WHO CHOOSE NEITHER SIDE.

8/12/2019 About Us June 2014

26/48

In the Middle-

Eastern conflict,

who are you more

supportive of?

At Risk More Supportive of the Palestinians

More Supportive of the Israelis0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

48%

Italy

68%

Germany

75%

France

57%

UKSource: TNS Global

8/12/2019 About Us June 2014

27/48

WHAT THEYR

REALLY SAYIN

"I dont care!"

"Dont make me cho

in a conflict that ha

relevance to my life

"Im tired of this nev

ending story!!"

8/12/2019 About Us June 2014

28/48

BECAUSE PEOPLE ARE PEOPLE

THEY CARE ABOUT WHAT MAKES LIFE WORTH LIVING

all the ingredients that one

can find in abundance in Israel

Relationships

BusinesCulture

People

8/12/2019 About Us June 2014

29/48

ALL WEVE GOT TO D

JUST TELL THEM ABOULET THEM EXPERIENC

We can connect them to Israel.Get them to care.

And even turn them into ambassadors!

8/12/2019 About Us June 2014

30/48

CHANGINGPERCEPTIONS

THE KINETIS WAY

8/12/2019 About Us June 2014

31/48

8/12/2019 About Us June 2014

32/48

As in any brand building process,

First, we need to engage the Israelis an

the Jewish Diaspora.

In parallel, we start engaging the world

outside.

FOCUSING INTERNALLY AND EXTERN

8/12/2019 About Us June 2014

33/48

KINETISShow, dont just

EXTERNALLY:

Expose opinion leaders

makers to Israels Creat

Energy

Empowerment

INTERNALLY:

Instill pride in Israeli youth

for their country and its

accomplishments

FOCUSING INTERNALLY AND EXTERN

IN

8/12/2019 About Us June 2014

34/48

Ac

A cre

Aviv U

a Mod

E

TERNALLY>EMPOW

ERMENT

INT

8/12/2019 About Us June 2014

35/48

Kinetis Youth

Forum

Educating young

Israelis about Zionism

in the 21st century

TERNALLY>EMPOW

ERMENT

INT

8/12/2019 About Us June 2014

36/48

TERNALLY>EMPOW

ERMENT

IDF W

Discuss

means t

with offi

so

8/12/2019 About Us June 2014

37/48

A weeklong free trip to Israel offered to onlineopinion leaders.

A CLOSER LOOK

8/12/2019 About Us June 2014

38/48

Since June 2011,

12 Vibe Israel

tours

Topics of global interest

5 bloggers per tour

Millions of followers per tour

On average, 25 blog posts per tour

Hundreds of tweets, photos, status

updates per tour

MOMMIES

DESIGN

FASHION

SOCIAL ENTREPRENEURSHIP

INDIE-ROCK MUSIC

ARCHITECTURE

WINE

SUSTAINABILITY

TRIATHLETE SPORTS

CONTEMPORARY ART

FOOD

PHOTOGRAPHY

Ask most people what they know

8/12/2019 About Us June 2014

39/48

VIBE ISRAEL

CREATES BUZZ

Yes Israel has a surprisingly vibrant, tight-knit

community of talented musicians who produce music

in both English and Hebrew; no the entire country

is not a living war zone; and unfortunately, I only

saw one camel in the Negev Desert .. Music blogger,

Rebecca Schiller (NME 7,000,000 monthly readers)

I found it a warm and welcoming

country with a positive vibe and

a love of life: innovative, creative

and inspiring Mommy blogger, Rosie

Scribble (15,000 monthly readers)

Ask most people what they know

the state of Israel, and youll get so

version of War, violence, Holy Land

bus bombs. But amidst all the turm

real people are living real lives. The

work, eat good food, love their chil

and talk to their neighbors. Peter

Social Entrepreneurship blogger, publishe

Forbes Magazine

The fashion, food and friv

youll find in a city like Tel A

great because of the realiti

country cultures and attit

to create something where

is greater than the sum of i

Fashion blogger, Daniel P Dykes

(Fashionising - 1,600,000 month

8/12/2019 About Us June 2014

40/48

Israel has: cutting edge technology

Active nightlife scene

Cutting edge arts and culture

A very religious society

Israel is: an attractive tourist destination

0 0.5 1 1.5 2 2.5 3 3.5

After Before

VIBE ISRAEL

CHANGES

PERCEPTIONS

Source: Pre and Post Tour Blogger Surveys

8/12/2019 About Us June 2014

41/48

Are accepting of all religions, gays...

Maintain high moral standards

Have a can do spirit I admire

Creative and innovative

Are welcoming

Believe in Western values

Are warm and caring

Are cool

0 0.5 1 1.5 2 2.5 3 3

After BeforeSource: Pre and Post Tour Blogger Surveys

VIBE ISRAEL

CHANGES

PERCEPTIONS

Israelis:

8/12/2019 About Us June 2014

42/48

Monkey Business, a company which represents up and coming Israeli product designers, signed a co

products on the e-commerce site of Dezeen, a well respected design blog.

Artistic cooperation was created between Idan Reichel and leading world music artists, thanks to an

York by one of our music bloggers (who writes for MTVIggy.)

E-architect, Britains leading architecture blog, now offers Israeli Architecture Tours as part of its wo

Triathlete sports blogger includes a package for next years Israman, as part of his packages for Iron

around the world.

Vibe Israel creates commercial

OPPORTUNITI

8/12/2019 About Us June 2014

43/48

8/12/2019 About Us June 2014

44/48

HOW CAN YOU TAKE P

8/12/2019 About Us June 2014

45/48

Youcan support VIBE ISRAEL TOURS

Youcan contribute SCHOLARSHIPSto soldiers or students

You can take part in our

INTERNAL EDUCATIONAL TASK

Youcan SPONSOR OUR EVENTS

8/12/2019 About Us June 2014

46/48

TOGETHER WE CA

CHANGE THE WAY

PEOPLE THINK AN

FEEL ABOUT ISRAE

8/12/2019 About Us June 2014

47/48

BECOME A KINETIS

MEMBER TODAY

8/12/2019 About Us June 2014

48/48

THANK YO

Contact Person in Israel: Joanna Landau | Founder & Executive Director, joannal@kinetis.org.il

Contact Person in America: Julia Ben Shalom | American Friends of Kinetis, juliac@kinetis.org.il

facebook/Kinetis @kinetisteam @kinetisteam findoutmore@kinetis.org.il ww