Sar-El Adventures

Overview

Sar-El Adventures was born out of a simple realization: the next generation isn’t coming to Israel for bus tours. While working at Sar-El Tours, we identified a gap in the organization’s tourism strategy—a disconnect between their mission and the kind of immersive, purpose-driven travel that younger audiences crave. We pitched, developed, and branded Sar-El Adventures as a new product line—designed to reach 18–35 year olds through curated, mission-aligned trips that go deeper than traditional tourism. What began as an internal concept is now a growing initiative and revenue stream that’s expanding Sar-El’s reach and relevance.

The Challenge

Traditional Israel trips were losing traction with younger audiences. Hop-on, hop-off tourism lacked emotional connection. Sar-El Tours needed a way to speak the language of a new generation—without compromising the mission. But nothing like this existed within the company’s existing structure or travel offerings.

Our Approach

Working from within the team, we drove the strategy and execution of a brand-new product concept:

• Market & Audience Research: Identified opportunity through generational travel trends, cultural shifts, and mission-aligned gaps in Israel-based programming.
• Concept Development: Pitched the Sar-El Adventures brand as a more immersive, values-driven offering—with flexible formats, deeper teaching, and active engagement.
• Strategic Positioning: Differentiated the product from both tourism and missions—framing it as a hybrid experience that plants seeds for lifelong connection to Israel.
• Naming & Messaging: Created the name, brand tone, and early positioning copy that established the product as adventurous, spiritually grounded, and relevant.
• Pilot Trip Design: Built frameworks for the first experiences, aligning teaching, exploration, and cause-based encounters with Sar-El Tours' broader travel goals.

Though we’ve since moved on, the impact continues:

• Sar-El Adventures is now a fully active offering under Sar-El Tours—targeting a younger demographic with high engagement potential.
• The product is opening new revenue pathways, allowing the organization to diversify its audience and financial strategy.
• Younger audiences are engaging with Israel in fresh ways—bringing new energy, stories, and long-term value to the brand.
• The initiative sparked internal shifts, reframing what’s possible when a tourism organization listens to culture and responds with creativity and purpose.

We may not be listed on the site—but the product, the voice, and the momentum? That started with us.