Case Study: Jerusalem Ambassadors


Jerusalem Municipality, MASA, and Hebrew University created a one-of-a-kind international Study Abroad program in Jerusalem.

The Challenge

The trio of organizations wanted to encourage and enable potential students to connect with the real Jerusalem on a personal level in order to convey the advantages of study abroad, as opposed to what they might see in the media abroad.

The Mission

To create a personal way to share relevant news about Jerusalem which is inviting for students to join the study abroad program, ultimately re-branding the way students see the opportunity to study in Jerusalem, and the way the Diaspora perceives Jerusalem and Israel.


We initiated a pilot program called Jerusalem Ambassadors, created a network with the younger community with a focus on rebranding the Study Abroad program in Jerusalem. We trained the student fellows on the BOMAH strategy, monitored and managed the program, and assisted with marketing & PR to ensure social media success.

The Results

Utilizing the student community was the perfect way to connect to future students on a personal level; and also offered current students effective knowledge on how to best use social media for storytelling.

  • 16 International Students
  • 30 Blog Posts (Covering University Life to Politics)
  • 60 Social Media Posts
  • 4 Major Media Mentions (The Times of Israel, Jerusalem Post, etc)
  • Bloggers quadrupled their page views after participating in the program.

The Feedback

Itzik and Bomah's team one of the top professionals I've worked with. He is up for any challenge, knowledgeable and always available with a smile. Itzik and his team don't only provide services they are involved in every part of the process. In the project we've done with Bomah they were a full partner, resourceful in every step of the way and had a creative way of solving any issue. I would recommend working with Bomah for any company/ project who are looking to work with the best.
Shirona Partem
The Jerusalem Development Authority