EL AL AIRLINES
The 30,000 foot view
El Al, Israel’s national airline, holds a strong legacy at home and among travelers with deep cultural ties to the region. But when it came to scaling performance in North America, familiarity didn’t always translate to growth. To compete effectively, the brand needed help navigating the unique dynamics of this complex travel market—everything from traveler behavior and digital trends to competitive messaging and cultural nuance.
We partnered closely with El Al’s team in Israel to ensure brand consistency and global alignment, while localizing strategy to match the expectations of North American travelers. Drawing on decades of experience in this space, we tapped into our deep knowledge of regional media landscapes and consumer psychology to reposition the airline, expand reach, and drive measurable impact.
The challenge
Despite international recognition, El Al faced limited awareness in the U.S. outside of loyal or niche audiences. They needed to:
- Engage North American travelers beyond culturally connected communities
- Elevate Israel as a must-visit destination—highlighting experiences like sun-soaked beaches, ancient cities, world-class cuisine, vibrant nightlife, and desert adventures
- Compete more effectively in a crowded digital travel marketplace
- Build a responsive, locally relevant brand presence through integrated media
The solution
We launched a full-funnel media program built to drive both performance and long-term brand equity—spanning Paid Search, Programmatic Display, Paid Social, and Organic Social.
PAID SEARCH
We prioritized non-brand campaigns to break through to new audiences—those searching for once-in-a-lifetime destinations, non-stop flights from major hubs, and Middle Eastern travel inspiration. This approach helped El Al move beyond known segments and capture intent at scale.
DISPLAY & PAID SOCIAL
We led with destination-first creative to bring Israel’s diverse experiences to life. The campaign focused on emotional connection—inviting travelers to imagine themselves exploring, tasting, relaxing, and discovering. Messaging emphasized convenience (direct flights) and uniqueness (only-in-Israel adventures) to drive consideration.
ORGANIC SOCIAL
We amplified reach and trust through always-on engagement. By tailoring FAQs, comment responses, and brand voice to North American expectations, we enhanced customer experience, built confidence, and showed El Al’s commitment to hospitality and reliability.
The results
With a strategic blend of media execution and local market insight, WMX delivered performance gains across the board:
total revenue
total bookings
return on ad spend (ROAS)
Focusing specifically on North America–originating travelers—our primary objective—we achieved:
- +19% revenue
- +31% bookings
By aligning El Al’s global brand promise with what North American travelers value most, WMX helped unlock meaningful, sustainable growth. This collaboration shows what’s possible when local expertise meets global ambition.