benchmark report
airline marketing
qantas new destination safety video
view from above
QANTAS Qantas Airlines has released a new cabin filmed in various locations safety video across Australia with everyday Australians as the actors communicating the safety instructions. The video features a life-jacket demonstration at Bondi Icebergs Swimming Club and a soothing demonstration of the brace position during a yoga class on Hamilton Island. The video is being introduced across Qantas’ domestic and international fleet this month, and will also feature on the airline’s online channels. Though the primary focus of the video is on safety, it also marks the launch of a new joint tourism campaign between Qantas and Tourism Australia. Throughout the year, the two organizations will collaborate to promote the tourism locations featured in the video. Tourism Australia will further promote Qantas’ safety video on its social media channels, reaching millions of people around the world. FEB 2016 ISSUE
EMIRATES/BOEING “We’ve experimented with different settings for our safety videos over the years, but this time we saw an opportunity to celebrate Australia itself,” said Qantas CEO Alan Joyce. “With the headwind of a lower dollar we have the potential to create a new tourism boom in this country,” he added. Qantas’ new safety video has already been viewed over 200,000 times at the time of this report. Other airlines have also successfully combined destination marketing with their cabin safety videos. Air New Zealand’s Safety Safari video , featured renowned surfers on beaches in New Zealand and Australia, and Icelandair used the striking landscapes of Iceland as a backdrop for its video last year.
Emirates and Boeing have collaborated to produce View from Above a series of videos f ilmed with Unmanned Aerial Vehicles (UAVs) at 18 Emirates destinations on f ive continents, including the Emirates’ hub in Dubai and Boeing’s home, Seattle. Because the aerial vehicles could navigate through tight spaces and in other areas where normal aircraft could not enter, the project team produced never-beforeseen aerial images and perspectives. The drones f lew over lily pads, in deep caves, and beneath jungle foliage. In Japan, the drones were used to f ilm between the branches of cherry blossom trees and closely hover over steep waterfalls. In Vietnam, drones grazed rice f ields. In Norway, they travelled between mountain crevices. “Our aim is to always connect with our audiences around the world, and we hope
that people are inspired by these unique f ilms,” said Boutros Boutros, Emirates’ Divisional Senior Vice President, Corporate Communications, Marketing and Brand of the project. The airline also released a dedicated View from Above microsite which lets visitors spin the globe to view the videos at various locations. The site was expressly designed for optimum performance on mobile devices. Its intuitive touch user interface allows users to spin the globe and tap on the location they want to view. The design of the microsite was the creative product of Unit9 Digital . The unique nature of the View from Above f ilm project, including the use of UAVs and the mobile interface viewer caught the attention of a range of tech, travel and news publications worldwide .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
