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ראיון עם אלעד בצלאלי - המועצה לשימור אתרי מורשת

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Hi, I'm Mikhal Heffer - the CEO of Lichi Translations. Today we are meeting with Elad Betzaleli, Director of education at the Council for Conservation of Heritage Sites. We have just finished a wonderful and exciting project of translating marketing materials for almost 60 heritage sites all over Israel. So hello, Elad, we will be happy to ask you a couple of questions and to hear about the project that for us was truly amazing and we were very happy to take part in it. In the process of trying to help the heritage sites, to bring more visitors, one of the audiences that we've identified as very problematic is the new immigrants. And this is actually an audience that this subject is very, very important to them - the connection to the Israeli society, understanding the Israeli story. The Israeli story actually consists of refugees, immigrants, newcomers, however we look at it. In fact this is an audience that the managers of the heritage sites have identified as an audience that does not visit the sites, especially those who came from the former Soviet Union, they travel a lot, but the don't visit the museums. And this is more about immigrants and less about tourists, right? I mean this is not tourism, this is not the main route for the tourists that come to Israel to 10 days, 20 or a week? First of all, it's distinctive, that is, these are different audiences. What a new immigrant needs, is not the same content that a tourist needs. A tourist usually gets the highlights. He is not involved in the dilemmas of the Zionism. It doesn't really interest him. In contrast, a new immigrant is much more interested in it. The guiding is also conducted in a different way, it is best to be use Hebrew, but a simple level, to be more patient, so one can stop and ask questions. As part of this project that is called "Our Country" project, we've actually created several routes. The main thing was to enable the new immigrants to come. This is a population that usually doesn't have a budget. Although this is a population that is organized, it means that the country knows how to organize the immigrants, and when it organizes the immigrants, it is easy to bring them, to take them on tours, etc. I mean, we know who the target audience is, we relatively know how to reach them, and therefore we can also help with financing. In fact, the main budget was for financing the entry of the new immigrants to the heritage sites. The entry itself? - The entry and the guidance. Better not to deal with the transportation, because it's something that liquidates the budget very quickly. So that was the first route. The second route was all the publicity issue. To create an awareness among the new immigrants. We've done a lot of work dealing with public relations and advertising in the newspapers in different languages. And a third project and perhaps the most important, since it is the only one that remains for a long period of time after we did it, It's the translations project. And this is where Lichi comes in. We took the content of many heritage sites, and evaluated the quantity.£ I mean, it's not that now every site will bring us 200 pages for translation, because it's irrelevant, but to know to clarify for the sites what is the schedule that they need to translate, what is the main content with which you can maybe tour the site by yourself and what is important to attract, maybe some promotional material for visitors, something that is really basic in the site's operation, to translate it for all the sites. I don't believe that we've reached all the sites. I think we've done something like 60 sites in total in the framework of our project, which is a very large scope. - What are the main materials that were translated? What did you define it would be? A brochure... - We've allowed the sites to decide. Okay, every site... - The experience of the site in this matter is very, very important. Some of the sites translated a brochure for visitors, and some translated an activity - an educational activity, and some translated a promotional material. Or some, I think I've seen all kinds of texts for exhibits. - Right. What you put near the displays. - Right. I think that the texts for the exhibits was intended to be a brochure that accompanies the visitor, A document with numbers that guides what they're looking at in the exhibit. Really the scope was very very broad and so where the languages. There were a lot of languages. - A lot of languages. Yes, I saw, also European languages, Amharic too, really, Russian, Hebrew, there was a little of Arabic, French, English, off course. - Even German, I think. And here again your advantage was significant, That is, to work with one company which can handle all these languages. And in this regard for us it was most convenient. How did you actually choose us? How did you find us? Why did you choose Lichi? The truth is it suits your work style. I always check first with the sites with whom do they work. Ok. - And who is good. And the one that recommended you was Tovit Shapiro from Ein Shemer (the courtyard museum), that worked with you... I think, you've translated for her into Mandarin or some strange language like that. So through this. What feedback do you get from the heritage sites? I mean, it has been implemented, right? - Yes, yes. It has been launched, I guess? the tours are already operating? The new immigrants are already visiting? What feedback are you getting? The feedback is diverse. First of all, there is not a single day that goes by that we don't get a phone call from a group of immigrants that says: What's going on with the project? When can we come? I mean, at this stage the project has done what it was meant to do,€ it has created an awareness, and they are waiting to come. And from the sites themselves... the most important feedback for me is what it did to them in the work process. I mean, now they can invite new immigrants, At the beginning we funded buses in order to push the immigrants to come, then the sites saw that they are not fully ready, and then the translations project began. I mean, today they are in a different place. Some of them even have guides,♫ they trained guides in Russian. Something that did not exist. English has always been, but Russian, and I guess, those who had a large audience that speaks other languages, so they put an effort in it as well. There were many representatives from the Ethiopian community. It was beautiful. The guidance there is in Hebrew. Have we translated something in Amharic? - Yes. Not a lot. Because I think most Ethiopians don't read in Amharic. In fact, did each heritage site chose which languages it needs?¥ Out of their own experience they decided what they need. Then again, some of the criticism from the sites, from the sites' feedback for the project is reflected through this. Here, we've translated, now we are ready to accept an audience from this sector. Do you really feel that it made a difference for the sites? - Yes. There is no doubt. If all you have in front of an audience is the group's translator, you are not in a good situation. When you have supporting materials, you are in a totally different place. So Elad, thank you very much! We had a lot of fun. This is our Lichi flavored tea bag for you. - Thank you! Thank you! We also have a nice gift for you. It's a tin can with a card game. And here you can see a large part of the heritage sites that you've worked on with us. Here is Rosh Pinna and the Sea of Galilee. - What a beauty! It is lovely, lovely! So we are really happy about this project and we hope to continue working with you. And now the Lichi girls are going to have a tour at Mikveh Israel, I'm sure the stories are fascinating, like the other sites I have visited. Enjoy! - So thank you very much!

Video Details

Duration: 7 minutes and 53 seconds
Country: Israel
Language: Hebrew
License: Dotsub - Standard License
Views: 6
Posted by: mikhalheffer on Jan 31, 2016

מיכל חפר, מנכ״לית ליצ׳י תרגומים, בראיון עם אלעד בצלאלי, מנהל תחום חינוך ואתרים במועצה לשימור אתרי מורשת, בנושא פרוייקט תרגום ל-60 אתרים עבור עולים חדשים שבוצע ע״י ליצ׳י תרגומים.
http://www.lichi.co.il/
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