A goodbye letter from Rani Rahav to the workers of El Al
A goodbye letter from Rani Rahav to the workers of El Al After 30 years in my position as El Al company spokesperson.
Dear employees of El Al in Israel and around the world,
After 30 years in my position as El Al company spokesperson, during which I closely accompanied, in a courageous partnership, hand in hand all the way: The company, its management and all of its employees in Israel and around the world – starting with the chairmen – Yosef Ciechanover, Michael Levy, Izi Borovich, Yair Shamir, Amikam Cohen, Yehuda (Yudi) Levy, Eli Depes, Deputy CEO – Tami Mozes Borovich, and the CEOs – Rafi Har-Lev, David Hermesh, Amos Shapira, Haim Romano, Eliezer Shkedy, David Maimon and Gonen Ussishkin, through the VPs and directors of the various divisions, and ending with the company’s wonderful human capital that includes pilots, air crews, ground workers, Management, maintenance and more, it’s time to say goodbye and thank you for the shared path.
Rahav Communication, under my leadership, accompanied El Al with great love and dedication, from when it was a government-based trust company. We were part of the nucleus that brought the company to privatization, led by the legendary chairman Michael Levy, and we have continued, ever since, alongside the many CEOs, chairmen and managements, to serve the company with dedication & love, to this day. We did all that with no fear nor doubt, with a sense of National Pride: The State of Israel, the Israeli flag, Israeli society and its amazing employees, who performed miracles and wonders 365 days a year, 24/7. The high pace of the company matched ours in wonderful synergy. With two companies sharing common DNA of uncompromising work around the clock, efficiency, accuracy, professionalism, Creativity, diligence, dedication, sacrifice, they can fly together higher and higher. And the skies – they are not the limit, but the reality, in which we broke together new records of success time after time.
My team and I lived and breathed El Al day and night, on Saturdays and holidays, took an active part in dazzling successes and times of hard and painful crisis, held our breath at every emergency landing and looked up with pride and hope at every peace agreement, at every rescue that brought our sons and daughters home. Together we have launched over the years some of the newest aircrafts in the world, launched the Dreamliner fleet, including the implementation of the Jerusalem aircraft, parted ways with the jumbo jets, launched new airways with a variety of countries, accompanied presidents, prime ministers and world leaders, followed the rescue flights of tens of thousands Israelis from all over the world in the wake of the Covid crisis and in general. Of course we accompanied the first peace flights after the establishment of peace agreements with Egypt, Jordan, the United Arab Emirates and Bahrain.
I do not see in this moment a parting, but an infinite memory. I have heard the span of the wings of history and it will resonate in my life forever.
El Al is not only a transportation bridge to the world but a symbol of a real and lasting national presence. The proud Israeli flag on its planes is the constant reminder of national affiliation, which will never be cut off. Although El Al was privatized a few years ago – in its spirit and practice, the national spirit, Israeli pride and commitment to the State of Israel and its citizens still remain in the company’s essence.
I salute every employee at El Al. Working for a company is hard work, at times without an appropriate salary, but working at El Al means giving service wholeheartedly, even if you occasionally serve as a ‘punching bag’ for the Israeli consumer, who feels complete identification with the company.
Unfortunately, the corona virus has hit the world in general and the aviation world in particular mercilessly and caused an immediate crisis, which has lasted longer than expected, and has inevitably led to the collapse of airlines around the world. Those who remain in the game are struggling, in a war of existence and survival from the hardships, which breaks our hearts and touches the lives of every Israeli citizen, in Israel and around the world. I think it concerns not only the aspect of this or that missed holiday, but rather the collective sadness that accompanies the spectacle of a desolate airport, an empty plane on the ground, disabled tourism.
In the last year, starting in April 2020, in light of the financial difficulties the company has encountered due to the global corona crisis, I decided that after all the years I have accompanied the company in all situations, I will continue to do so as usual and I worked 24/7, for free. I have done so for the past year, to this day. The reason is that I see El Al as an integral part of us.
I have no doubt that the company managed to survive, thanks in part to the outgoing chairman, Eli Depes, who unfortunately had to retire due to illness. Eli is an example and a role model as a wonderful, legendary chairman, an El Al man with all his soul, who contributed his time, energy and soul to the company , And together with the management and its employees – created something out of nothing and managed to raise their heads above the stormy water, hoping that we would soon reach a safe shore.
The owners of the company, previously the government and currently the Borovich family, headed by Dedi and Tami Borovich, did sacred work for El Al. They expanded the company, believed in it and purchased the best aircrafts in the world for it. El Al is a national company, El Al is a powerful company, it has new, shiny and stunning planes, I sincerely hope that Israelis will return to flying in them soon and feel “most at home in the world” again.
I have no doubt that on days when companies such as Emirates, Royal Air Morocco, Gulf Air and others will land in Israel, the competition will only intensify, but thanks to the company’s human capital, El Al will be able to compete with them with dignity.
I hope that the Israeli government will live up to its commitment to the company and help it, as it has promised in the past. A country without a national airline is not a country. The State of Israel deserves a strong national company, which will serve it at all times.
I wish with all my heart great success for the company in the future and hope that El Al will soon emerge, together with the State of Israel, from darkness to light, continue to serve as a source of national pride, constitute the ‘beating heart’ of the State of Israel worldwide and be revealed again in all of its glory, in its flight….
“Get up tomorrow morning with a new song in heart
Sing it with might, sing it in pain
Hear flutes in the free wind
And start from Genesis”
El Al spokesperson
Chairman of Rahav Communication & PR