Nowadays airlines are really creative with their safety videos, and in many cases use them as an extension of their marketing strategy. While Air New Zealand is probably most well known for their safety videos, other airlines have taken the opportunity to insert humor and/or local culture into their safety videos, and for the most part they’ve been a hit with passengers.
In early 2016 Qantas unveiled a new safety video that showcased how beautiful Australia is:
While not laugh out loud funny, I thought the video was well done, and it certainly did a good job marketing Australia. Airlines like Oman Air, Philippine Airlines, and Singapore Airlines, have similarly used their safety videos to highlight their home countries.
It has now been two years since Qantas’ last safety video, and the airline has released an updated version. The way they describe it, the video features “everyday Australians sharing the Aussie spirit with locals in some of the airline’s destinations around the world.” Qantas’ goal is to show off some of the amazing places you can travel in Qantas’ network, and acts as a quick introduction to Australian culture for visitors from overseas.
Here’s a bit more on the video:
Playing cricket on a rooftop in Tokyo, riding in the front seat of a taxi in New York, indulging in a “Tim Tam Slam” in Kruger National Park, north of Johannesburg, and cheering for the Australian rugby team, the Wallabies, in the heart of New Zealand’s All Blacks territory in Auckland are some of the ‘Australian-isms abroad’ featured alongside safety instructions for travelling on Qantas aircraft.
The classic Aussie phrase “no worries” also features in a conversation between a couple traversing the Andes in Chile.
Set to a modern take of the anthemic I Still Call Australia Home, the video starts with a frequent Australian rite of passage as a young woman says farewell to her family at Melbourne Airport and ends with an off-duty Qantas pilot at Cottesloe Beach in Western Australia.
In between, about 20 Australians who are living in or visiting the destinations shown, explain lifejackets, emergency exits and why you should always ask for help if your phone slips between the seats.
The approach is an evolution of Qantas’ recent safety videos that focused on Australian destinations.
And here’s the video:
Maybe I’m in the minority here, but I find the video to be painfully long (seven minutes, seriously?!) and not terribly engaging. Hopefully others feel differently?
What do you make of Qantas’ new safety video?