El Al Israel Airlines has awarded its Canadian account to Busskamp & Kelly after a review that included five other Montreal agencies.

The budget has not yet been determined, but is expected to be under $500,000.

For the past 12 years, the business was with Montreal’s BCM Communications Marketing, which recently moved to Florida.

Michel Huet, vice-president of marketing for Busskamp Kelly, says his agency’s approach will broaden the airline’s focus beyond its previous targetting of the Canadian Jewish community. PS