Hanan Ben Ari Departs El Al After Four Years as Brand Ambassador

Israeli airline El Al is parting ways with its brand ambassador, singer Hanan Ben Ari, after a four-year tenure. The decision to end the contract came from Ben Ari himself, who announced his departure on social media, expressing pride in his time with the airline and offering his concert tickets in return for continued association. El Al confirmed the amicable split, thanking Ben Ari for his contributions to successful campaigns that achieved top rankings in Israel. The airline acknowledged his originality and positive image, respecting his decision to move on.

Ben Ari's appointment in early 2023 marked the culmination of significant marketing shifts initiated by VP of Marketing Nadav Hanin. These changes included a new brand identity with a unique logo, an upgraded culinary experience curated by chef Assaf Granit, and a roster of prominent ambassadors such as Lior Suchard and Yael Bar Zohar. El Al has a history of selecting influential public figures for its campaigns.

Just last July, the airline replaced Suchard in safety videos with a quartet of ambassadors: Danny Avdija, Rotem Sela, Gal Gadot, and Lior Raz. This move also involved a collaboration with Samsung, integrating the company's technology into the visual language of the videos.

These marketing adjustments are often seen as a natural consequence of CEO transitions. Similar shifts occurred under Dina Ben Tal Ganancia, with significant marketing changes beginning about a year into her tenure. The current changes follow Levi Hallevi's appointment as CEO approximately a year ago.

Following Ben Ari's departure, El Al is reportedly re-evaluating its marketing strategy for the brand ambassador role. Instead of appointing a new ambassador, the airline is considering a broader shift in its marketing approach and overall strategy.