From the red centre to the shores of Whitehaven Beach, Qantas' new in-flight safety video shows off Australia's unique landscape and people.
And chilling.
HAS the Flying Kangaroo gone hopping mad or is this simply a leap of genius?
Qantas has released a new safety video but its bid to make passengers pay attention to the important announcement may leave some doing a double take.
Instead of being confined to the plane’s cabin, the video features “real” Australians carrying out the demonstrations in iconic locations around the country.
The ‘scenarios’ featured in the reinvented safety video include:
• The oxygen mask demonstration at the Museum of Old and New Art in Hobart;
• The lifejacket demonstration at Bondi Icebergs;
• A brace position demonstration is during a yoga class on Hamilton Island;
• Counting rows to the exit done on a Yarra Valley winery;
• The emergency slide demonstration is at Josephine Falls in Queensland.
While there’s no doubt that it’s impressive, providing a scenic look at Australia and a clever way of incorporating the airline’s message, could it end up being more of a distraction for passengers?
Take for example the ‘emergency slide’ scene, which features a woman sitting on a rock at Josephine Falls. Placing her bag to the side she says: “if you have to evacuate leave all items behind”. Then she slides down the rock, smiling and yelling with happiness. Because, you know, emergency situations are happy events?
The rock scene.
Qantas CEO Alan Joyce told news.com.au that he believes it will make passengers pay attention — and daydream about their next Aussie adventure.
“What we continue to do and what we have to do is to make customers sit up and notice and make them [safety videos] interesting and different from anything else,” Mr Joyce said.
“It has the star, which is Australia, and it has the stars, which are different people in different locations, and you see a variety in different stages ... What we’re trying to do is celebrate the diversity of Australia and the warm and welcoming people that are there from all different backgrounds.
“And you are also looking at it to maybe decide where to go on a holiday next. So we think getting people’s attention this way is a great thing for safety and a great thing for tourism.”
There’s no doubt the new ad is in stark contrast to the old one, which is matter-of-fact and filmed on-board. You can watch it below.
The new video will be introduced across Qantas’ domestic and international fleet from next month, as well as featuring on the airline’s online channels. It will screen on hundreds of Qantas flights a day to a global audience of almost 30 million people a year.
Mr Joyce is in Los Angeles as part of the annual G’Day USA gala, which will be held in downtown Los Angeles tomorrow night.
A scene from the ad.Source:Supplied
While the video is first and foremost a safety communication, it will also form the basis of a new tourism campaign between the airline and Tourism Australia, working together for the next 12 months to promote the locations featured and maximise the benefits for local tourism operators.
The tourism body recently relaunched its international campaign — featuring the voice but not the body of a Chris Hemsworth. It’s hoped the ‘star power’ and ‘real-life’ power from this safety add will boost tourism.
“With the headwind of a lower dollar we have the potential to create a new tourism boom in this country,” Mr Joyce said.
“We have a very good relationship now with Tourism Australia as it is the national tourism organisation and we are the national airline.”
In the outback.Source:Supplied
The new campaign comes at a time when tourism is growing at the fastest rate since the Sydney Olympics, setting records for visitor numbers and spending, with huge potential growth to come.
“The lower Aussie dollar is great for the tourism sector in Australia,” adds Mr Joyce.
“In the last year alone, up until September of last year, we had a 13 per cent increase in visitors expenditure in Australia and we also had a 7 per cent increase in Australians spending more in Australia.
“We are seeing more people coming in from places like the US as we’re seeing a big growth in that market. And with the Qantas with American Airlines in its partnership will grow its market by over 10 per cent.
“We are seeing more Australians staying at home so this video here is also to encourage people to go to locations they have never been to before.
The focus is on exploring our country.Source:Supplied
“And Aussie dollar will allow us to get people to come to Australia again because it is cost-effective again.
“We are seeing a little drop in people going to say, Honolulu with Jetstar but we are seeing them going to other locations like Bali, and a good growth to Japan and China is massively growing.”
The list of locations featured in the safety video include Alice Springs, Bondi Baths, Canberra, Cradle Mountain, Deep Well Station, Exmouth, Fremantle, Hamilton Island,
MONA in Hobart, Josephine Falls, Lake Lefroy and Melbourne.
And chilling.Source:Supplied
Melissa Hoyer is a guest in Los Angeles of Qantas for the G’Day USA event.
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