In order to create awareness of the flight, we decided to use a well-known medium for high-tech people: a conference... However, we did it in an innovative way: we put the participants 10K kilometers above the ground.

The conference was a joint initiative of Calcalist, Israel’s leading Financial newspaper and United Airlines. Calcalist is part of the Yedioth Aharonot Group - the biggest publisher in Israel in both print and website. According to market surveys, its website is the top financial website in Israel, with nearly 700K unique users per week

It is widely read by thought leaders and decision makers.

The strategic partnership included content in the media, advertisements and broadcast of the summit from the flight to Calcalist website.

The project got a lot of attention, both in and out of the high-tech community. As a result, United Airlines increase the flight frequency from traffic from 3 times a week to a daily flight.