El Al Israel Airlines is proud to announce the launch of its latest initiative to honor Israel Defense Forces reservists for their unwavering dedication and sacrifice in defense of Israel. Starting Dec. 29, IDF reservists who have served a total of 100 days or more since Oct. 7, 2023, will be eligible to receive 100 frequent flyer points for each day of their reserve duty, creating opportunities for new and meaningful moments with loved ones.
This program builds upon the airline’s ongoing support for reservists and soldiers. Since the start of the war, El Al has distributed more than 20,000 free flight tickets, providing complimentary baggage, preferred seating and full refund options to active and reserve soldiers. This new Matmid frequent-flyer points initiative is the company’s most significant gesture yet, aimed at thanking tens of thousands of reservists who have sacrificed more than 430 days to protect the nation.
Nadav Hanin, the company’s vice president of marketing, digital and communications, said: “Hundreds of thousands of reservists have been working for over a year to carry out their mission to protect the home. Many have left everything behind—family, businesses, studies, and friends—while they returned to the army for long periods. We cannot bring back the moments they missed, but we are proud to continue standing by them and allowing them to enjoy vacations and small moments of peace, even if they continue to serve these days. El Al embraces active and reserve IDF soldiers throughout the war and will continue to do everything it can to honor their actions and sacrifices for all of us.”
The frequent flyer points can be redeemed in various ways, including purchasing bonus flights with points-only transactions, seat upgrades, paying for preferred seating or extra baggage and accessing exclusive discounts for in-flight, duty-free items. For example, a reservist with 360 days of service can earn 36,000 points to purchase tickets to destinations such as Rome, Berlin and Athens or use them for premium perks.
Additionally, El Al will offer flexible ticket benefits to family members of lone soldiers visiting them, further strengthening its support for the IDF community.
El Al’s new global campaign, developed with the McCann advertising agency in Israel, will debut today across television, digital platforms, and social media in the United States, Europe, and Israel. It depicts the real-life story of a reservist who missed the birth of his child during operational duty. Featuring the company’s presenter, Hanan Ben Ari, alongside his mother, Leah Ben Ari, the campaign emphasizes creating new moments to replace those missed due to service. The narrative will also be shared through billboards across Israel, showcasing reservists who have made significant sacrifices for the country.
The frequent flyer points benefit is available to IDF reservists who have served a total of 100 days or more since Oct. 7, 2023, and are members of El Al’s Matmid Frequent Flyer program. Non-members can join the club for free through the EL AL website. Registration opens on Dec. 29, 2024, and closes on January 15, 2025, or once 25,000 registrants have applied, whichever comes first. Points redemption will be facilitated via the EL AL website or through travel agents.
For more details about the initiative, visit: www.elal.com/eng/usa.
