Qantas Gets the Safety Video Formula Right While Promoting Destinations
Photo Credit: Qantas Airlines avoid murky waters with a destination-safety video that effectively communicates life-saving instructions. Qantas Safety Video Screen Image
Skift Take
A safety video which manages to be entertaining and promotes the brand is good. Marketing content designed to go viral, disguised as a safety video, is not.
We are up to here with safety videos, and fear some airlines are in way over their heads in murky waters.
So it's refreshing to see an airline get the formula right. With its latest destination-safety video, Qantas has struck the ideal balance between two airline marketing trends, without putting its reputation for safety at risk.
The video is part of a campaign developed in collaboration with Tourism Australia, and features "Australians from all walks talking passengers through the on-board safety instructions against the backdrop of locations across the country."
The video was filmed in key destination settings and ticks all the boxes on the pre-flight checklist, while drawing attentio
