Search results for: Birthright Israel

In an effort to reinvent itself and stay relevant to young adults, Birthright Israel, the program that trademarked the free 10-day Israel trip for the 18-26 crowd, is exploring the niche market. The new effort is inspired by the desire to draw in more unaffiliated young adults who have no prior connection to Israel, rather than a decreased interest in the standard 10-day trip, said Noa Bauer, Birthright’s vice president of international marketing. “We know that today millennials are interested in personalized things,” said Bauer, speaking to the Jewish Week by phone from Israel. “When a group of people starts off with shared interests, everyone is immediately more comfortable and connected.” This is key to connecting to those who “didn’t grow up with Israel as part of their vocabulary,” she added. “We’re looking to extend our pool and stay close to our consumer market.”