Org-mode: Inserting (advanced) LaTeX equations for HTML expot

I'm using org-mode as working environment, and so far has been extremely useful. One of the wonders of it is the versatility of exporting... I can export to LaTeX or HTML or ODT files from the same code. :-) However, I would like to be able of writing an aling LaTeX environment and get it exported properly to HTML. I've tried different form, but nothing! For example: the code returns nothing #+BEGIN_LaTeX \begin{align} \begin{pmatrix} x' \\ y' \\ z' \end{pmatrix} = \begin{pmatrix} R11 & R12 & R13\\ R21 & R22 & R23\\ R31 & R32 & R33 \end{pmatrix} \begin{pmatrix} X \\ Y \\ Z \end{pmatrix} \end{align} #+END_LaTeX Any ideas?... Thanks!