Airline safety videos are a great messaging platform

I read an article about airline spend on glossy safety videos and found some great marketing reasons for investing in high production values.

4.8 million views and counting

First – aligning cultural values with education. Air New Zealand partnered with the Department of Conservation (DOC) to promote the importance of wildlife protection. That was after they did a movie hook up from Men in Black featuring the All Black rugby stars.

The baton was picked up by United whose $1m spend and 160 crew on their current Safety in Motion video boggles – but apparently viewers love it.

Qantas uses a true customer romance story (with actors and the actual people in the credits – no they don’t look alike at all), British Airways features home grown “national treasures” like Gordon Ramsay. So far so good – but did you know some of these get millions of YouTube watches? Sounds like a new revenue stream from people who won’t even be paying to fly with you.

In these straitened times, does this make the cost of production a worthwhile marketing investment?

Sources:

• Airline safety video article https://lnkd.in/gC6fh5vF
• Spreadsheet of 114 videos including YouTube watch numbers https://lnkd.in/g78YZCAp