Tel Aviv Bourse Enlists Actress to Get More Israelis Trading
- Campaign aims to instill basic concepts of capital markets
- Exchange’s CEO seeks to create a ‘bourse of the people’
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One of Israel’s most-popular stand-up comediennes is working a tough new crowd: pitching to her fellow citizens the benefits of investing in stocks as the local exchange pursues a trading revival.
The Tel Aviv Stock Exchange has enlisted Adi Ashkenazi, a comic actress and television host, to star in eight short video blogs posted on the bourse’s website, its Facebook page and on YouTube. Since the campaign started in mid-August, 400,000 people have viewed the clips encouraging them to visit the TASE website to learn why, for example, shares rise and fall.