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El Al Airlines
Ruder Finn was retained by EL AL to help the airline to generate coverage of its products and services in the U.S. market and to help transition the airline from being government owned to a private carrier.
OBJECTIVES
- Maintain EL AL's position as the national airline of Israel while positioning its evolution as a private carrier and attracting new audiences
- Refine the brand profile and create key communications messages to differentiate EL AL from competitive carriers
- Promote EL AL's in-flight enhancements, added routes and financial success – while most carriers suffer, EL AL becomes more profitable.
- Generate positive media coverage of special events
PROGRAM
- Develop a high-impact PR program that builds on the uniqueness of the offering and the momentum of privatization
- Maintain EL AL's position as the national airline of Israel while positioning its evolution as a private carrier and attracting new audiences
- Refine the brand profile and create key communications messages to differentiate EL AL from competitive carriers
- Promote EL AL's in-flight enhancements, added routes and financial success - while most carriers suffer, EL AL becomes more profitable.
- Use the power of consumer promotions
RESULTS
- Ruder Finn and EL AL hosted a press conference at the Iroquois Hotel in NYC to introduce the new Chairman of EL AL, Prof. Israel (Izzy) Borovich who presented the carrier's privatization objectives and future plans. Event was attended by A-List travel, aviation, business, ethnic and Israeli media.
- Ruder Finn hosted a roundtable press breakfast introducing EL AL's newly appointed President Haim Romano who discussed EL AL's strategic future plan with key travel, business, ethnic and Israeli media.
- Ruder Finn and EL AL hosted a tasting at Borenstein Caterers to introduce the enhanced Platinum Business Class food and wine offerings and introduce media to newly appointed Executive Chef Avner Niv. The tasting included a tour of the largest kosher flight kitchen in North America. Consumer, travel and ethnic media attended the tasting
- Ruder Finn supports EL AL in its partnership with Nefesh B'Nefesh and assists in securing media coverage of EL AL's red carpet ceremonies prior to each flight.
- 85,681,048 impressions made from April – October 2005.
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