As the main Israeli carrier, El Al obviously needs to stake its claim in the world market. But given its geological position, and the politics of the area this was never going to be easy. So it’s good to see them taking a slightly sideways step to make themselves more visible. Coming soon, El Al will be unrolling a new retro livery on the El Al 787 Dreamliner. But what will it look like? Let’s take a look.
There’s no getting around it, El Al operates under the Israeli state flag in a region, which can be hostile to the Jewish identity. For this reason, the carrier flies mainly in and out of Israel, to Europe, the US and Canada, Asia and Central America. Essentially, their only Middle Eastern flights are to Jordan and (if you can count it) Cairo too.
While the airline is missing out on a huge potential market due to geopolitics it is with well-founded caution. EL Al has the most thorough security precautions in the world. And for some, a little reminiscent of crossing the East-West Berlin border prior to 1983. Basically, they search everything and randomly take people aside for questioning.
The new El Al 787 Dreamliner livery
So, yes there were a few raised eyebrows at the sight of the El Al 787 Dreamliner livery. The airliner, which already seems a little retro is now playing up to this impression. And they’re no the only ones to go retro with a Dreamliner this year.
Segev Moshe, one of Israel’s top chefs, has developed a menu full of fresh fruits, vegetables, meat and fish. Everything they use is sourced in Israel
Don’t get me wrong, El Al is a strong provider. After a rocky few years in the early 2000’s their reputation is back on track. These days the in-flight service is usually rated very highly. And the food onboard is second to none.
Segev Moshe, one of Israel’s top chefs, has developed a menu full of fresh fruits, vegetables, meat and fish. Everything they use is sourced in Israel. Most trays include hummus and pita.
But what about this EL AL 787 retro look?
Sorry, I’m getting there. The new retro livery is part of El Al’s 70th-anniversary celebrations. They’ve opted to go right back to their roots with a grey underside, white crest and royal blue stripe. El Al is written on the side in Roman and Hebrew, with the rather militarist winged star towards the nose.
The overall look is very ‘Pam Am’. I’m not even sure what that Pam Am script is, but you’ll recognize it as soon as you see it.
As for the inside, your guess is as good as mine. The airline hasn’t yet released the images. I would be disappointed if they hadn’t followed it through. But then if it’s a limited time paint job, it’s easier to only do the exterior.
But this new look might be a marketing stroke of genius.
By channelling a bygone age, El Al can offset their slightly strict procedures. And at the same time, draw attention to their genuinely retro (read: better quality) in-flight service. I personally am looking forward to seeing one sometime soon. But you better ask first if you’re thinking of taking your dog. It seems they’re not going full-retro.