In today's highly competitive airline industry, El Al faces the challenge of differentiating itself from low-cost carriers targeting younger audiences & established international flight brands. The primary target audience is the general public in Israel who see ElAl as an Israeli icon. Our goals are to Reinvigorate ElAl's brand image and develop an engaging and effective digital communication language.

Objectives:

1. Reinvigorate El Al's brand image, making it feel fresh, updated, and relevant. As a national icon, the risk of becoming 'heavy' and undesired is ever-present. The campaign aims to breathe new life into the brand, as a desirable & loved one.

2. Develop an engaging and effective communication language tailored to the digital environment. The campaign should excel on social media platforms like Facebook and Instagram, as well as on mobile screens.

Our creative concept centers on El Al's iconic brand promise: "Most at home in the

world." We recognized a compelling tension between the ideas of 'home' -

symbolizing security and certainty - and the 'world' - denoting adventure,

experiences, and the inherent unpredictability of the unknown. El Al bridges

this tension by allowing travelers to discover the world while feeling safe and

supported.

Drawing inspiration from windows, specifically airplane windows, we honed in on the

symbolism of these portals as connectors between the inside and the outside

world. Windows in architecture and interior design represent the link between

the security of home and the thrilling world beyond. Airplane windows play a vital

role in the flight experience, providing passengers with captivating views of

takeoffs, landings, and the world from high above the clouds.

We realized that airplane windows flawlessly capture El Al's brand promise.

Audience:

The primary target audience for this campaign is the general public in Israel, who see El Al as an Israeli icon. As the flag carrier airline of Israel, El Al holds a special place in the hearts and minds of Israelis. However, it is crucial to maintain its relevance and appeal to a broad demographic, including younger travelers and digital natives.

The execution spread quickly on a very high scale and globally as EL AL has 40 aircraft, and 40 airports where her aircraft land and depart around the world. the implantation includes all EL AL offices around the world and in 3 weeks all the billboards, and inflight elements got their new touch from cups to new boarding videos on aircraft screens.

The main offices got their new look as the launch campaign began.

In addition, all the digital platforms were rebranded with new colors and elements.

El Al's rebranding launch resulted in a 20% sales increase during the campaign period, breaking the airline's own records. The campaign also saw a 1500% increase in followers on El Al's platforms. This success was reflected in a 7% increase in preference for El Al and a positive change in perceptions towards the airline, with 67% of Israelis finding the campaign message believable. Furthermore, El Al is returning to its position as the first airline for Israelis planning their next flight abroad, following an increase in perception of aircraft innovation and service quality. This shift in perception is a notable achievement, given that it has been almost a decade since such significant changes were observed. Overall, El Al's rebranding launch has dramatically changed perceptions and repositioned the airline on the runway, resulting in unprecedented sales and exposure.