Qantas has revealed the latest generation of creative safety videos, following a theme of travel inspiration by featuring everyday Australians on holiday giving safety instructions in beautiful destinations around the globe.
Scenes of Australians enjoying adventures from New York to Shanghai, Santiago, Chile to Brighton, England; Tokyo to Cape Town and Auckland to Singapore are set to also illustrate aircraft safety instructions while highlighting travel activities like dining, hiking, touring, watching sports events and enjoying the beach.
Qantas International CEO Alison Webster says:
“The primary purpose of these videos is to communicate an important safety message, and we know from our previous efforts that beautiful locations with a touch of humor is a great way to get people’s attention each time they fly.
“This video lets us show off some of the amazing places you can travel on our network, and acts as a quick induction on Australian culture for visitors overseas about to fly here on a Qantas aircraft.
“We use real people, rather than actors, in our safety videos because it creates a sense of authenticity that’s very Australian in itself.”
Qantas worked with international and Australian state tourism organizations to make the film over a period of five weeks.
Safe to explore
While the cabin safety video as an art form continues to evolve—from comedy to farce and back again—using these as destination inspiration content is a good one.
One of the first airlines to tap-into this idea was Icelandair which successfully turned its cabin safety video into a breath-taking tour of Iceland’s very unique landscape in 2014, showing off the best of what adventurers might enjoy during their visit.
United debuted its first themed safety video in 2014, also with a focus on global destinations served, though the decision to use flight crew in uniform walking through these destinations in uniform to deliver the safety instructions by rote resulted in a presentation that was a bit contrived and stiff. None-the-less, the airline had the right idea.
Destination themes don’t have to be global to be effective. They can also help shore-up home tourism. Last year, Singapore Airlines did a beautiful job of using the safety video as a flagship brand builder, by giving visitors a unique tour of the wide variety of activities visitors can enjoy in Singapore.
Look out for Air New Zealand’s latest safety video coming out this month, which features Antartica and also has a sustainability message.
Here’s a teaser: