benchmark report
airline marketing
tv, print, ooh
safety in hollywood
our people make us
AIR NEW ZEALAND Air New Zealand has a track record of making quirky and innovative safety videos. Its latest one is the funny and engaging ‘Safety in Hollywood’ which plays on popular Hollywood genres and stars American actress Anna Faris and Kiwi comedian Rhys Darby. Shot at Warner Bros. Studios, ‘Safety in Hollywood’ switches from cop movie to romance to horror (a nod to Anna Faris’ starring roles in the Scary Movie franchise) and ends with a good old fashioned Western showdown. Each setting fits a safety instruction - for example the cop movie theme stresses the impor tance of storing personal items in overhead lockers or under the seat in front. Airlines are coming up with ever more creative ways to get passengers’ attention to these critical briefings, and Air New Zealand has set a high bar from the beginning. For example, Air New Zealand’s AUG 2016 ISSUE
MONARCH most popular safety video ‘The Most Epic Safety Video Ever Made’ also called on Hollywood stars via Lord of the Rings Actors and earned close to 16 million views online. Not only is Air New Zealand enter taining passengers on board while impar ting impor tant information though these videos, they also serve as ad campaigns for the airline itself via millions of video views and press write-ups. An ar ticle in the New Zealand Herald questions whether this latest offering from Air New Zealand is their best one yet . According to Anna Faris, “I really wanted to be par t of this project because Air New Zealand has really redefined safety videos with its fun and creative approach. And working with Kiwi actor Rhys Darby was an absolute treat. It’s so easy to tune out when watching a traditional safety video, so it comes as such a delightful surprise when you get something that’s really fun and funny.”
UK leisure carrier Monarch Airlines recently held a promotional campaign which spotlights their own employees and flight crew as opposed to celebrities. Taking a cue from similar campaigns like Southwest Airlines’ fun “Faces” ’ now classic “Mr. Smith” spot , Monarch decided to highlight some of their best and brightest everyman (and everywoman!) employees in a delightful new TV ad campaign entitled “Our People Make Us.” . The TV commercial first aired on Channel 4 in the UK on July 11th and will run for four weeks, appearing during the popular food show ‘Superfoods’. It features Monarch employees being kind, cour teous and generally making the world a better place in their street clothes during off hours. The ad then finishes up
with the crew in uniform doing the same thing inflight. The message is that in or out of uniform, Monarch employees, and by extension, Monarch airlines will go above and beyond the call of duty to make your flight a good one. The sweet, hear tfelt TV spot launched on Monarch’s popular Facebook page , where it has been viewed 18.6K times. The “Our People Make Us” ad has also been viewed more than 250,000 times on YouTube . And, as expected, the Monarch crew highlighted in the ads have become something of a sensation online with splashy write-ups about the TV spots in media such as Travel Weekly , Commercial-Song. net and the popular travel insider site TravelMole.com .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
