Marketer of the Month: Nadav Hanin, VP of Marketing and Digital at El Al
The Israeli airline El Al is undergoing a major strategic transformation to strengthen its brand and improve customer experience. Nadav Hanin, VP of Marketing and Digital, has been named Marketer of the Month.
Recently, the Israeli airline El Al has led a series of advertising and strategic moves designed to improve its image in the industry, create significant differentiation from its competitors, and improve customer experience. Accordingly, the marketer of the month is Nadav Hanin, VP of Marketing and Digital at El Al.
Who are you, Nadav Hanin?
I arrived at El Al four years ago for the position of VP of Marketing and Digital, during a particularly fascinating period for the company: exiting the COVID-19 period, returning to growth, and significant change plans, with a clear emphasis on the digital worlds. Before that, I was in the worlds of content and television — I served as VP of Content and Innovation at HOT, and before that as the company's VP of Marketing.
Since then, we have led a long series of moves at El Al, led by the launch of El Al's new branding language, centered on the window icon, which has received hundreds of variations depending on destinations, messages, and different audiences, combined with the Royal Blue shade associated with the company. Today, El Al's communication, both externally and internally, relies on a uniform and clear branding language.
El Al has recently launched several significant moves such as EL AL travel, FLY CARD, the new safety videos, campaigns with well-known presenters, and other broad marketing moves.
EL AL travel Strategy
Let's start with EL AL travel: Amos Tamam joined Hanan Ben Ari in a humorous and lighthearted move, in the Israeli spirit associated with El Al.
Amos Tamam is a beloved actor and a consensus figure in Israeli society, and his connection with Hanan Ben Ari worked excellently. The song leading the advertisement is an adapted version of Yehoram Gaon's "Kol HaKavod" from the musical "Kazablan," in which Amos also acted. The choice of the song reflects what characterizes the club: the 'honor' refers to all the worlds of accumulating points and diamonds that upgrade the status of club members. The higher the status, the better you feel, such as the lounge before a flight, etc.
Amos joined Hanan Ben Ari, our regular presenter, for the launch of EL AL travel. Through the song in a light version, spiced with humor and the excellent dynamic between Hanan and Amos, we conveyed one of the biggest pieces of news from El Al in recent years, symbolizing thinking outside the box: from today, you order not only flights at El Al, but also hotels.
Safety Video Innovation
In the safety videos, you chose several prominent names, including Gal Gadot, Deni Avdija, Rotem Sela, and Lior Raz. After almost a decade, we replaced the iconic video of Lior Suchard. We produced a film that combines advanced technology through which the safety video will have several versions according to destinations, also to increase the interest and attention of passengers. This is an innovative move that we are not aware exists in the world today.
Using AI, we created 10 different versions. In this way, instead of a uniform video for all flights, passengers will enjoy a changing viewing experience, where visual elements change according to the destination, and on some flights, dedicated recommendations are also included.
