• Social media promotion through Author Daniel Gross’s 26k Twitter followers 

• Safra Foundation’s PR consultant and his team will work full-time on the biography publicity campaign.

• Hold events at NIH Campus in Bethesda, home of the Edmond J. Safra Family Lodge. Possibly the Michael J. Fox Foundation for Parkinson’s Research – and, depending on his health, Michael J. Fox himself – to host an event and/or broadcast the news of the publication of this book.

• Possible book talk/celebration at Edmond J. Safra Synagogues in Manhattan, Deal (NJ), Miami, and in Brooklyn. This will be among the largest Sephardic synagogues in North America (42,000 square feet, with a total capacity of 1,620 worshippers), serving the largest Sephardic community outside Israel.

• Book talk in the Edmond J. Safra Hall at the Museum of Jewish Heritage in NYC (located on Edmond J. Safra Plaza).

• Book talk at the Edmond J. Safra Center for Ethics at Harvard.

• Event at the Synagogue Edmond J. Safra in Paris’s new European Center for Judaism (the headquarters of the French Jewish community).

• Event at the Synagogue Edmond J. Safra in Monaco.

• In Buenos Aires, event in the Edmond and Lily Safra Auditorium at the main Jewish community school.

• In Jerusalem, an event can be organized at either the Israel Museum (Edmond and Lily Safra Fine Arts Wing) or in the Edmond J. Safra Auditorium at Yad Vashem, in addition to a potential event at the Jerusalem Municipality (located on Safra Square)

• In Tel Aviv,an event can be hosted by the Edmond J. Safra Center for Ethics at Tel Aviv University (Israel’s largest university) and with studens and faculty invited

• In Haifa, the University (home of the Edmond J. Safra Brain Research Center for the Study of Learning Disabilities) will be proud to host an event.

• Five smaller events are also feasible, selected from the twenty-one Edmond J. Safra Synagogues in Israel with the most likelihood of drawing an English-speaking crowd: Shoham, Ramat Aviv, Ranana, Modiin and Petach Tikva.

Who was Edmond J. Safra? “The greatest banker of his generation,” in the estimation of a former World Bank President. The founder of four massive financial institutions on three continents, and a proud child of Beirut’s Jewish quarter. An innovative avatar of financial globalization, and a faithful heir to a tradition of old-world banking. The leading champion and protector of the Sephardic diaspora. 

In A Banker’s Journey, financial journalist and historian Daniel Gross, who, like Safra, traces his heritage to Aleppo, Syria, reconstructs the public life of an intensely private man. With exclusive access to Safra’s personal archives, Gross tracks the banker’s remarkable journey from Beirut to Milan, São Paulo, Geneva, and New York—to the pinnacle of global finance.

Edmond Safra was fifteen in 1947, when his father sent him to establish a presence in Milan, Italy.  Fluent in six languages, and with an eye for value, managing risk, and personal potential, Safra was in perpetual motion until his tragic death in 1999. The modern, global financial empire he built was based on timeless principles: a banker must protect his depositors and avoid excessive leverage and risk. In an age of busts and bailouts, Safra posted remarkable returns while rarely suffering a credit loss.

From a young age, Safra assumed the mantle of leadership in the Syrian-Lebanese Jewish community, providing personal aid, supporting the communities that formed in exile, and championing Sephardic religious and educational efforts in Israel and around the world. 

Edmond J. Safra’s life of achievement in the twentieth century offers enduring lessons for those seeking to make their way in the twenty-first century. He inspired generations to make the world a better place.