El Al offers free cell phones to use in Israel, London & NY

This promotion is available with the purchaseof a roundtrip ticket (in certain classes of service) for departures before June 30, 2010, from many cities in the U.S
 
El Al Israel Airlines is introducing a new promotion whereby passengers departing from many cities in the United States can receive a free travel cell phone to use in Israel and on all future visits. The promotion applies also to passengers flying to New York or London will receive a free cell phone with a local number in the U.S. or Britain.
 
This promotion is available with the purchaseof a roundtrip ticket (in certain classes of service) for departures before June 30, 2010, from many cities in the U.S.
 
With the El Al travel phone, 60 complimentary minutes of outgoing calls from within Israel is included andthere is no charge for incoming calls from anywhere in the world. Passengers flying to New York or London will receive 30 minutes of prepaid calls. After using up the half-hour of calls, passengers can buy additional minutes at the rate of one shekel per minute, for both local and overseas calls.
 
Additional airtime for outgoing calls are competitively priced with other travel cell phone companies. There are no rental fees or hidden costs and no obligation to purchase additional minutes.
 
An Israeli-American company, Forum Telecom, is behind the deal. El Al's premium-class customers have already been offered the service, which will soon be expanded to all classes.
Initial reaction have been extremely good with many papers arguing that  while airlines adding fees for everything from pillows to carry-on bags, it's a novelty to see an airline give away a perk.