After reporting record demand for flights in recent months and returning to the path of profitability and growth, El Al Airlines launched its new branding and advertising language.
The CEO of the company, Dina Ben-Tal Gannasia, revealed interesting data for the conclusion of 2022 and noted that El Al currently flies to more than 50 destinations, on approximately 25,000 flights, and that El Al aircraft have been in the air for approximately 115,000 flight hours.
El Al’s market share in Israel in 2022 was about 22% with about 4.2 million passengers. She also noted that in 2019, before the Corona period, the El Al flight carried about 6 million passengers and it is expected to fly a similar number in 2023.
Ben-Tal Ganassia presented a number of main innovations in the company’s operations, including: state-of-the-art Dreamliner aircraft as part of focusing on the company’s growth engines, the launch of new routes for the summer of 2023 to Tokyo and Dublin, the launch of the flight line to Istanbul through the Sun Dor subsidiary, and the expansion of operations in the USA with the addition of a daily flight to Miami and 6 weekly flights to Fort Lauderdale in Florida and more.
Against the background of these impressive data, the company unveiled a unique branding language centered on a new icon, which takes inspiration from the silhouette of the airplane window. The window symbolizes the connection between the security of the home and the curiosity and adventure of what happens outside. And in the world of aviation, it allows the passenger to look out and discover the world outside, while at the same time enjoying the security inside the plane.
The iconic window takes on a life of its own, and with the help of a unique series of illustrations, we discover places, people from all over the world, holidays and events and even animals. Alongside these, the company will also make use of a new visual language that includes a series of spectacular photos taken by the leading photographers Guy Koshi and Yriv Payne.
The well-known and beloved slogan “The most at home in the world”, which has already become a byword and a source of pride in every Israeli home, will continue to accompany the company’s publications. The branding process was led by Eureka from Gitam, led by the CEO of the branding unit Merev Peled.
In order to intensify the rebranding process, and create the most Israeli presence there is, the company recruited the beloved musician Hanan Ben Ari to serve as the company’s first presenter. The choice of Hanan was made, among other things, following a study carried out by El Al, from which it appears that 84% of the respondents testified that Hanan represents Israeliness and 91% testified that he represents what is good and beautiful in Israelis.
In the commercial, Hanan is seen boarding a flight and thinks that everything is happening to him because he-he, Hananiah. But in practice, the song’s lyrics, which were changed especially for the commercial, convey what all the El Al flights experience, from the moment of takeoff, the feeling of excitement in the air, to an upgraded flight experience with Wi-Fi, spacious seats, personal attention from the flight crew and more.
The company also announced the selection of the successful and well-known chef and restaurateur in Israel and Europe, Asaf Granit, who will from now on lead the culinary field in the company and will build the new menus in all service departments on El Al aircraft.
In addition, the new team of ambassadors was revealed that will accompany the company’s activities on social media only and includes, among others, Shuki Salomon – singer, creator and ultra-Orthodox content person and the international mentalist Lior Suchard.
El Al’s VP of Marketing and Digital, Nadav Hanin: “El Al is synonymous with Israeliness and a sense of security, even when you are far from home. We wanted to maintain these values, and at the same time produce a young and innovative language, which is part of the company’s renewal and growth process. Hanan Ben Ari, who represents Israeliness in all its nuances, and chef Assaf Granit, whose name is associated with uncompromising quality and world pride, optimally represent the next chapter in our story: a flight experience that has been rated 5 stars two years in a row, a young and renewed aircraft fleet, the most comfortable flight hours and more “.