Israir Launches New Direct New York Route with $1 Million Campaign
Israir launches a new direct route to New York with a $1 million campaign, expanding its long-haul operations following the $85 million acquisition of Airbus A330 wide-body aircraft.
Israir is launching a new direct route to New York, backed by a broad advertising campaign with an estimated investment of $1 million. The nationwide campaign spans television, billboards, digital media, and social networks, accompanying the airline's new operations to the American destination.
At the center of the campaign are Israir's Israeli flight crews, who will accompany passengers throughout the flight, providing Hebrew-language service and an authentic Israeli hospitality experience on long-haul flights. The core message emphasizes maintaining a connection to Israel even during a flight of thousands of miles until reaching New York.
The launch of the route is part of Israir's ongoing expansion into long-haul operations. As part of this strategic move, the company acquired two wide-body Airbus A330 aircraft with an investment of approximately $85 million. The planes feature four service classes: business, premium, economy plus, and economy, allowing passengers to choose according to their needs and preferences.
The creative concept of the campaign also relies on a distinctively Israeli motif. The commercial is accompanied by the song "Shamayim" (Skies), written, composed, and performed by the late Yigal Bashan. The musical choice connects the feeling of setting out on a journey, the open skies, and the Israeli experience accompanying passengers on their way to New York.
The route launch marks another step in Israir's growth strategy, which includes expanding operations to long-haul destinations using wide-body aircraft and diverse service classes, as the company seeks to maintain an Israeli presence even at 30,000 feet.
