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TAP New Safety Video | As airlines are thinking outside the box to create flight safety videos that passengers, and those safely on the ground, actually enjoy viewing, some of the videos have become commercials in their own right. A well-known pioneer in the feld is Air New Zealand, and most recently, Portugal's TAP has taken to its own creative way to develop its safety briefng.
Over the course of ten days at Lisbon's Airport, TAP flmed a new safety video that uses real passengers of all ages flying with the airline. As passengers were waiting to board their flights at their gates, TAP asked them to be a part of the video, giving them a line or two to recite. At the end of the flming period, 259 passengers had been part of the production, resulting in a fun, informal and informative video by the airline. TAP also created a special makeshift set for the flming that used hand-drawn elements printed on canvas and created a cartoon-like interior of a TAP aircraft. The video is about to become available on TAP flights and the airline released a video about the production on YouTube, which has been viewed over 200,000 times in just three days, and more than 500,000 times within one week.
Airlinetrends.com is an independent industry and consumer trends research agency that monitors the global aviation industry for commercial innovations in response to changing consumer behavior. Airlinetrends.com reports its fndings in a free monthly email newsletter as well as in paid trend reports and corporate trend sessions. Get in touch at info@airlinetrends.com or visit www.airlinetrends.com.
10 | Airline Marketing Benchmark Report | February 2013
