El Al Reviews Marketing Strategy as Singer Hanan Ben Ari Steps Down
El Al Israel Airlines is reviewing its marketing strategy and considering dropping traditional brand ambassadors following the departure of singer Hanan Ben Ari after four successful years.
El Al Israel Airlines is reevaluating its marketing strategy following the departure of singer Hanan Ben Ari, who served as the airline's face for four years.
Ben Ari began his role as El Al's first-ever brand ambassador in early 2023, marking a major turning point in the carrier's branding efforts led by VP of Marketing Nadav Hanin. His tenure was part of a broader corporate overhaul that included a revamped culinary menu curated by chef Assaf Granit, a new visual identity, and a roster of high-profile ambassadors such as Lior Suchard and Yael Bar Zohar.
As executive leadership shifts, companies frequently re-evaluate their positioning. Following Dina Ben Tal Ganancia's appointment, major marketing adjustments took place within a year, mirroring recent structural updates following Levi Halevi taking office.
Announcing his departure, Ben Ari stated: "For four years, I was the proudest frequent flyer imaginable, and now I choose to wrap this up at the peak. Thank you to my friends at El Al! In exchange for flight tickets, I promise to save you front-row seats at my concerts. May we only continue to soar."
Responding to the departure, El Al released an official statement: "After four successful years, Hanan Ben Ari and El Al are parting ways at the very peak. Hanan brought originality, soul, and an exceptional image to our campaigns. We thank him for this shared journey and respect his decision to move forward."
Despite the vacancy of one of the industry's most sought-after promotional roles, El Al is currently considering shifting its overall marketing strategy rather than immediately appointing a replacement brand ambassador.
