Qantas has taken advantage of Australia’s stunning vista in its new safety video, from Bondi Icebergs and Hamilton Island to Hobart museums and the Yarra Valley.
Set to roll out on hundreds of Qantas flights every day, with a global audience of almost 30 million people a year, the safety video is increasingly the place to showcase your creativity on the small screen.
Scenarios include oxygen mask demonstrations at the Museum of Old and New Art in Hobart, a brace position exhibited at a coastal yoga retreat, and an emergency slide demo at Josephine Falls in Queensland, to name just a few.
The video will be introduced at home and abroad from February, and while it’s first and foremost a safety flick, it sure does a hell of a job at promoting Australia as a destination.
Qantas and Tourism Australia will work together over the next 12 months to promote the locations featured in the video, after having just released its stellar new tourism campaign featuring Chris Hemsworth, with TA lending its social marketing muscles to help the video go viral.
Qantas CEO Alan Joyce said the video was a unique platform to promote the local tourism industry and capture the confident-but-relaxed Aussie personality that visitors tend to fall in love with.
“We’ve experimented with different settings for our safety videos over the years, but this time we saw an opportunity to celebrate Australia itself,” Joyce said.
“The result is something that we believe is really special and powerful, but warm, funny and down to earth at the same time, because it’s about everyday Australians.
“It’s a video that people can really connect with, and there’s an opportunity to expand its reach by sharing it online and through social media – giving it a dual purpose as promotion for Australian tourism.”