El Al Ambassadors is a new joint initiative between El Al Israel Airlines, The Jewish Agency for Israel, the 'Stand With Us' organization and the Israeli Foreign Ministry, that places pilots and flight attendants at the forefront of Israeli diplomacy in New York, New Jersey, Connecticut, Los Angeles and Toronto. Hand selected, the members of El Al Ambassadors will undertake PR assignments, making themselves available to lecture Jewish communities, Federations and University campuses and more.

For the first time in Israeli history a private sector corporation has decided to take on an active roll in Israeli Hasbara, and this project is revolutionary for its unique approach in 'People-to-People' programming. This initiative is the brainchild of El Al's CEO Major General (Res.) Eliezer Shkedy, who decided to take part in the joint efforts to improve Israel's image around the world, and strengthening the relationship between Jews in Israel and Jews in the Diaspora.

Each El Al Ambassador was chosen for this special project after having participated in a three- month training program where they were instructed by the JAFI, Foreign Ministry and personnel from the 'Stand with Us' organization. All El Al Ambassadors will spend their time between flights, usually used for rest, in order to give lectures and engage in talks and meetings with local residents, sharing personal stories about their lives in Israel, and ensuring that Israel's side of the story is told by Israelis (and not just by the media).  Each presentation will include an introductory movie about Israel's success in non-political related fields (such as science, culture, agriculture, assistance in humanitarian crisises around the world and medical advancements), the Ambassadors personal stories, and more.

This extraordinary program will help disseminate ideas from across the political spectrum and spread the beautiful face of Israel by reinforcing the identity of society and state, rather than addressing controversial issues.