On August 13, we gathered over 200 people representing almost 120 organizations worldwide for the Unboxing Israel Summit 2020. The virtual conference included expert speakers, dynamic breakout sessions, influential influencers, moments of mindfulness, and a deep dive into one of three topics. The day was designed to provide Israel professionals with the tools and knowledge to share Israel's story with the next generation.

Program highlights included:

Welcome to the Supermarket of Nations: An overview of country branding and the latest research on Next Gen perceptions of Israel

Telling Israel's Story to the Next Generation: How can you connect the next generation in your organization to Israel? Learn how to incorporate Israel’s story into your work using storytelling tools and techniques that will engage the next generation.

Unboxing Influencer Marketing, Israel-style: All about working with digital influencers, including an “Ask Me Anything” with two Vibe Israel alums with legions of followers.

Bonus Hour: Deep-Dive Sessions

What’s love got to do with it? Hear from the CEO of Bloom Consulting, the leading agency for country and city branding working with Vibe Israel, about their research on Next Gen perceptions of Israel, and.... love.

Understand Generation Z: Keys to Connect and Engage the Next Generation with Ryan Jenkins

Meet the generation that's never been offline. Generation Z—born after 1998—is pouring into the marketplace. They have an entirely different approach to communication, technology, and work than previous generations (even the Millennials). Growing up enabled and empowered by a tech-heavy and digital world, Generation Z has new strengths, weaknesses, needs, and wants. 

Discover who is Generation Z and how best to connect and engage this unprecedented generation. 

5 tips on how to tell Israel's story: Putting it into practice with Lipaz Ela, Manager of the Vibe Israel Academy. Practical solutions that you can use right now.

Questions? Contact Becca Hurowitz at rebeccah@vibeisrael.com

Our Partners:

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Jose Torres

Starting from the early age of eighteen, Mr. Torres has been working in the Consulting and Marketing industry across the world. In 2003, he founded Bloom Consulting, where he currently works as the CEO.

For the last 16 years, Mr. Torres has been advising countries in the field of strategy and branding. Today, interviewed by The Economist and Forbes Magazine, he is considered as one of the top global specialists in Country Branding, being regularly invited as a keynote speaker for several conferences across the world. Mr. Torres is also a guest speaker at some of the most prestigious universities in Europe and the USA, such as Harvard, the London Business School, IE Business School, Solvay Brussels School of Economics, ESADE Business School and Stockholm School of Economics. 

Mr. Torres works directly with heads-of-states. In his list of clients, you can find the Australian, Austrian, Bulgarian, German, Paraguayan, Maltese, Polish, Portuguese, Swedish, Seychelles, Spanish and Latvian governments, along with many other regions in Europe, South America and Africa. Mr. Torres is also a guest at the United Nations WTO Panel of Tourism Experts and collaborates directly with OECD and The World Economic Forum in the matters of Country Branding. Mr. Torres is fluent in Spanish, English, and Portuguese.

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Joanna Landau

Joanna Landau was born in London and moved to Israel with her family when she was 5 years old. After serving in the IDF as a paramedic, she read law at Cambridge University where she gained BA and MA degrees. Joanna also holds an MBA, cum laude, from the Herzlia Interdisciplinary Center in Israel. Joanna worked as a lawyer in the high-tech industry and established two Internet start-ups based in Tel Aviv.

In 2009, Joanna founded Vibe Israel (formerly Kinetis), to change the way people think and feel about Israel. She is also on the Board of Directors of Vibe Israel USA, Vibe Israel’s 501(c)(3) partner in the U.S. In 2016 Vibe Israel was a finalist in a prestigious international competition by City Nation Place, the global forum of place branding experts, for the Best Use of Social Media in Place Branding Award.

Joanna is a governor of Tel Aviv University, a member of the International Education Committee of Taglit-Birthright and the Advisory Committee of Innovation Without Boarders, and a Director of Tel Aviv Global & Tourism. In 2015 she was shortlisted for the Rappaport Prize for a Change Making Woman, and in 2017, Joanna was chosen by Forbes Israel as one of the fifty most influential women in Israel.

She lives in Tel-Aviv with her husband and three children.

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Lipaz Ela

Lipaz Ela is the Vibe Israel Academy Manager. She is responsible for developing our training, workshops and lectures. In her previous positions, Lipaz served as the Jewish Agency Israel Fellow at UCLA and was in charge of all Israel engagement, programming and experiences at Hillel. She also supported students at Stanford University and the University of Cape Town through their Israel programming on campus, and created various seminars for engaging the young generation with Israel in the U.K and Mexico. Lipaz holds a BA in Political Science and currently studying for her Master’s Degree in Pluralistic Jewish Education.

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Becca Hurowitz

Becca Hurowitz is the President & CEO of Vibe Israel USA, an organization that works with the North American Jewish community to share Israel’s story with the world. Our mission is to energize and inspire young people around the world about Israel by harnessing the power of social media and country branding methodologies.

Becca was previously the Associate Director for Campaign and Missions for the Jewish Federation of Greater Pittsburgh, where she oversaw the Federation’s $13.7 million Annual Campaign Becca crated a strategic missions program for the Federation, leading missions to Israel, Argentina, Cuba, Prague, Budapest, Morocco and more.  She is passionate in advocating for the importance of Jewish travel experiences.

Becca is a Wexner Heritage Program participant, and received the Ira and Nanette Gordon Professional Achievement Award in 2019.  She is on the Advisory Committee of Repair the World in Pittsburgh and an active parent liaison for Emma Kaufmann Camp and the JCC of Greater Pittsburgh. Becca lives in the Regent Square neighborhood of Pittsburgh with her husband and 3 children, who attend an environmentally-focused charter school and are second generation JCC overnight campers. She and her family can be found hiking in Frick Park or hosting neighborhood parties. Becca is a passionate music fan who has been to hundreds of concerts.

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Tamar Saphir
Tamar has been working at Vibe Israel since 2016. After having "the best job in Israel" for two years (being a tour manager at Vibe Israel) she was excited to take on the role of Director of Vibe Tours and to pass the tour managing torch to the next generation. Tamar is in charge of all tours and events hosting digital influencers on incredible and unique tours of Israel.

Prior to joining Vibe Israel, Tamar had given up the idea of having a career in jazz music and gained social media marketing experience while working as an accounts manager in digital advertising companies. 

When she's not thinking about tours, influencers and food, she studies Communications and History in The Open University, walks her dog Bambi and thinks about what to eat for dinner.

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Bar Damti
Bar serves as Vibe Israel's tour manager and has "the best job in Israel" (objectively speaking), in charge of planning and carrying out the tours, top to bottom. Before joining Vibe, Bar was the Editor-in-Chief and Community Manager of ‘Maveze’ website, a blogging platform dedicated to Millennials, and worked as an assistant to Avi Nir, Keshet 12's CEO.

In her free time, Bar studies at The Open University, works out, reads and watches loads of Netflix.

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Ortal Hackshur

Ortal Hackshur is a strong Mazrchi woman, amateur Thai boxer, professional Storyteller and content developer with 12 years of training experience in Israel and  the US. She is the former Israel fellow for the Hillels of University of Pennsylvania and Swarthmore College.  

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Ryan Jenkins

Ryan Jenkins is an internationally-recognized keynote speaker and a generations expert.

He’s the author of The Millennial Manual: The Complete How-To Guide to Manage, Develop, and Engage Millennials at Work and The
Generation Z Guide: The Complete Manual to Understand, Recruit and Lead the Next Generation.

For over 8 years, he has been helping organizations gain clarity around Millennials and Generation Z so professionals can effectively work and
lead across generations.

Ryan has been featured in Forbes, Fast Company, and The Wall Street Journal.

Ryan’s blog, podcast, and Inc Magazine column inspire and equip thousands of people every week. Ryan’s fresh and forward-thinking
approach to generations have made him one of the most highly sought after generational and future of work keynote speakers.

He is also co-founder of SyncLX.com, a learning and development company redefining how to learn in a digital world.

When he is not speaking and writing, you can find him sampling craft beers from around the world or spending quality time with his, 3 children and yellow labrador in their home in Atlanta, GA.

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Richard Bernstein

Richard Bernstein is an attorney with more than four decades of experience in the areas of corporate finance, strategic and venture capital financing's, mergers and acquisitions, licensing and technology transfer transactions; domestic and international joint ventures; and nonprofit organizations.  Mr. Bernstein has counseled private and public companies in a variety of matters, including formation, financing, intellectual property, and strategic alliances. He has also managed mergers and acquisition transactions and technology licensing matters in the United States, Israel, Poland, the Netherlands, Russia, Ukraine, Brazil, Argentina, and Uruguay.

Mr. Bernstein earned a bachelor’s in business administration from the University of Wisconsin-Madison in 1976. He then went to the University of Miami School of Law where he earned a J.D. degree in 1980, graduating cum laude.

Mr. Bernstein has been active lay leadership in a number of not-for-profit organizations for over 30 years. He is the current chair of the Board pf Vibe Israel USA and of the Jewish Agency for Israel North American Council.  He is the past chair of United Israel Appeal, the iCenter for Israel Education and One Laptop Per Child. Mr. Bernstein is the current chair of the executive committee of ORT America and a past Deputy President of World ORT. Currently he sits on the boards of the Jewish Agency, the Jewish Federations of North America and the Greater Miami Jewish Federation.

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Alexandra Baackes

Alexandra Baackes is the Alex behind "Alex in Wanderland", an award-winning travel blog founded in 2011. Through vibrant storytelling and bright and colorful photography, Alex shares her adventures in beach-hopping, festival-going, scuba diving, and beyond. She has a passion for sustainability and is always striving to find new ways to travel green.

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Chastity Garner Valentine 

As seen on Oprah.com, The New York Times, and Elle Magazine, GarnerStyle.com was founded in October of 2008 by Chastity Garner alongside her image consulting business. Through GarnerStyle, she offers complimentary advice to plus size women who are seeking style inspiration. 

What began as an experiment with little knowledge as to what “blogging” even was or how it would impact social media became a platform with 215K followers in Instagram, and get this—nearly 1 million followers on Facebook! Since, blogging has become a full-time job for Chastity. She has chronicled her life, her clothes, travel, her marriage, moving to a new city, and many other adventures through her blog. And there is still much more in store! Chastity is the author of The Curvy Girl’s Guide to Style and she currently resides in California with her amazing husband and her lovely “furbaby,” Shug.

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