אל על | אטמוספירה

Meet the Crew

They welcome you with a smile when you arrive at the airport, make sure you are comfortable, and fly you safely to your destination – time to get up close and personal with the EL AL Israel Airlines personnel on the ground and in the air. Meet Marketing Communications Coordinator Liad Cohen “There’s something so satisfying about sitting with a bowl of popcorn in front of the TV to watch an ad you put your heart and soul in to make”

Name: Liad Cohen | Age: 29 | Marital Status : Married+1 | Position: Marketing Communications Coordinator | Years at EL AL: 1

How did you start working at EL AL? “While I was still serving as a reservist in the IDF last year, a friend sent me a job posting ad for a marketing position at EL AL. So I went for it, sent in my resumé, and after a series of interviews, was taken on”. What does your position entail? “I’m part of the creative team that’s behind all the company’s marketing projects, which include marketing messaging for inflight screens, social media, and nationwide campaigns, including tv ads and collaborative partnerships with leading brands. Our job is to make sure each message, big or small, conveys the values and language of each specific brand, and connects with the public on an emotional level”.

What do you love about your job? “Marketing is a dynamic and vibrant field of work. It demands passion and creativity, and I love seeing a project through, from initial idea phase to final campaign launch. There’s something so satisfying about sitting with a bowl of popcorn in front of the TV to watch an ad you put your heart and soul in to make”. Which part of your job do you find most challenging? “The pace. You have to be able to be at the top of your game even under high pressure, and still be as creative as possible”. What do you always pack with you? “Not much – I like to leave space for whatever I’ll buy on my trip”. Which EL AL destination do you most enjoy flying to and why? “Miami. It’s a

fun place full of things to discover”. What do you enjoy doing in your spare time? “I like to travel, especially across Israel”. What would you be doing now, had you not joined EL AL? “I’d probably be in hotel marketing”.

Tips & Recommendations

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Screen shot from

@hytra_restaurant

Attraction | for art lovers: the Belvedere in Vienna, where key works by Gustav Klimt are on display. An impressive cultural experience.

Restaurant | The Hytra, in Athens. A Michelin-starred restaurant with an amazing menu and a breathtaking view.

Hotel | The new Radisson Collection Hotel in Berlin. The spa and breakfast are fantastic.

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ATMOSPHERE MAY 2025