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CASE STUDY

El Al

International Airline


Ready for Takeoff.

EL AL is not just an airline; it’s Israel. Since its establishment as Israel’s national airline in 1948, EL AL’s history has been intertwined with the history of the country. Today, the company is a major force in the global travel market, boasting a state-of-the-art fleet, enhanced in-flight services, and an award-winning frequent flyer club.

EL AL came to Brand Knew for a digital overhaul after realizing that, to stay competitive in today’s increasingly digital marketplace, the company would need to optimize the creative implementation and management of its online presence.

Marketing

Cruising Altitude.

To help EL AL stake their claim in the contemporary marketing landscape, Brand Knew created a strategy that leveraged the newest social marketing platforms, prioritized customer service and more generally promoted travel to Israel.

On a detailed level, Brand Knew’s daily management of social channels and extensive customer service have helped define EL AL’s digital voice as well as inspire customer loyalty and engagement. Macro initiatives include near-monthly sweepstakes, contests and events, and support of the company’s major launches, which include the global release of EL AL economy Plus and the addition of a new direct leg to Tel Aviv from Boston.

Marketing

Up, Up & Away!

After just one year of working with Brand Knew, EL AL’s Facebook page more than doubled its fan base. Today, the page boasts over 250,000 followers and continues to grow, attracting an engaged audience that loves travel and has a special place in their hearts for Israel.

Brand Knew activates these audiences through custom-built sweepstakes, such as the #JetSetELAL contest created to promote the newly added nonstop route from Boston. The contest attracted almost 8,000 unique participants, all of whom were also required to sign up for EL AL’s Matmid frequent flyer program. Brand Knew also creates custom-designed graphics to promote holidays, sales and sweepstakes across all EL AL social channels.

Another major contributor to the brand’s online success has been media buying. When distributing ads on Facebook, Brand Knew utilizes a combination of awareness ads, website conversion ads, and promoted posts to maximize the impact of each ad dollar spent and concentrate budget on a highly targeted audience. As a result, Brand Knew was able to convert the airline’s 2016 Cyber Monday ad budget into a 100x+ return in just five days.

When it comes to creativity, sky’s the limit.

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