NEW YORK—Ruder Finn has been selected by El Al Israel Airlines as its public relations agency in the United States. The firm’s campaign will promote El Al’s commercial initiatives, further enhancing awareness of the airline’s special services offered in the U.S.
Ruder Finn’s media campaign, combined with a branding strategy, will help El Al communicate the airline’s status as the national carrier of Israel and position it as an evolving enterprise that will meet passengers’ needs and expectations through a planned privatization process in December 2004. The efforts will uphold the authentic Israeli tradition and link to Israel, upon which El Al was founded.
“Ruder Finn’s expertise in the air travel industry, as well as its understanding of Israel’s culture and business climate, makes the agency an ideal partner for El Al,” says Nira Dror, vice president and general manager for El Al, North and Central America. “As tourism and demand for air travel to Israel is currently on the rise, the time is right for EL AL to implement a strategic PR program.
“Ruder Finn’s proposal was the superior choice, as it demonstrated innovative thinking and convinced us that the agency speaks our language and understands our needs and challenges.”
The account will be led by the firm’s tourism and economic development practice, head by Gail Moaney, executive vice president.