Background:
The Yerushalmi Resident Card has turned out to become a success on a national scale. Jerusalemites who use it can buy substantially discounted tickets and visit city sites for much lower prices. In 2013 the new phase of the Yerushalmi card was launched.

The Challenge:
Is this card really worth it?

The first edition of the Yerushlami card addressed all the residents of Jerusalem - old, young, parents, students, and retirees. Everyone was encouraged to use the card even though many of the activities did not meet their personal needs or interests. Some used the card and some automatically declined its significant discounts.

Our Solution:
An individualized Yerushalmi card

The rebranding process first included the segmentation of the target market. Students, young people, and adults all received equal attention. The card personally addressed all target markets and the discounts that apply to them most. The rejuvenation of the brand language involved the use of different colors and addressed the demands of each population.