Party on the Tracks: How Tnuva Turned the Tel Aviv Light Rail Into a Celebration
Tel Aviv light rail passengers were caught in an unconventional event as the train cars transformed into a lively party scene featuring dozens of stars and leading influencers.
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Tnuva surprised Tel Aviv light rail passengers with a festive and unconventional launch event under the concept ALTRAINATIVE. The event marked the premiere of the new ON THE GO cup series from Tnuva Alternative, featuring refreshing flavors of oat iced coffee and oat matcha. During the activity, the train cars turned into a colorful summer celebration, injecting energy and flavor into the daily public transport routine.
The party began in a branded summer complex at the Shaul HaMelech station, from where participants boarded a special ride across the city. Among the group were prominent content creators and influencers, including Shirley Levy, Omer Levy, Kevin Rubin, Lihi Freud, Tomer Talias, Taylor Malkov, Adi Buzaglo, Ofek Mizrahi, Moshe Kursia, Or Leon, Idan HaGever, and Kim Chorilov. During the ride, they competed in distributing cold drinks to surprised passengers, creating a lively and joyful atmosphere.
The unique experience reached its peak at the final station at HaMesila Park, where an open summer party awaited participants and passersby. The area featured designer photo booths, refreshment stations, and a DJ who kept the vibe going into the evening.
"The new cup series was developed especially for people who live at a fast pace and in constant motion. The connection to the light rail was natural, as it allowed the brand to meet consumers on the go and integrate a bit of an alternative, refreshing experience into their busy daily routine," explained Michal Tamari, Director of the Marketing Division at Tnuva.
