Sar-El Adventures
Sar-El Tours had 30 years in Israel tourism — and almost nothing for the generation that wasn't booking. As the head of Sar-El Creative, the in-house agency we built within Sar-El Tours, we identified the gap, made the case, and built the brand: research, naming, positioning, brand book, concept, and copy. Sar-El Adventures launched from that foundation. It's live, it's running, and it's serving clients including groups from Trinity Broadcasting Network.