Qantas is taking Australia to the world, showing off iconic local tourist destinations in its new safety video as part of a tie-up with Tourism Australia.
Despite renewing its creative agency roster at the close of last year, the airline opted to use director, creative partner and copywriter Josh Whiteman to create the ad, without the use of an agency.
The 05:30-minute video takes Qantas passengers to see 17 different Australian locations, as it goes through the on-board safety instructions.
A truck driver in Alice Springs explains how to tighten seatbelts, a visitor at Tasmania's MONA shows how to secure an air-mask and swimmers at Bondi Icebergs demonstrate life-jacket use.
The campaign is part of a renewed push with Tourism Australia to promote the locations featured and maximise benefits for tourism operators. Tourism Australia will be using its social media presence to push the video out globally.
Qantas CEO Alan Joyce calls the video a “unique platform” to promote local tourism.
“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,” he says.
“We’re confident that it’s going to grab people’s attention and get them focused on the safety information that every Qantas customer needs to know.
“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.”
Joyce says with the lower dollar proving a headwind for Australia, the push will help create a “new tourism boom” for local operators.
It is expected the video will be shown to a global audience of almost 30 million people a year.
It's not the first time an airline has taken a novel approach to safety videos. In 2013, Air New Zealand featured actress Betty White in an off-beat in-flight safety video.
Campaign credits:
|
Director |
Josh Whiteman |
|
Executive Producer |
Jason Byrne |
|
Creative |
Josh Robbins |
|
Line Producer |
Darren McFarlane |
|
Production Coordinator |
Bree Carter |
|
Production Coordinator |
Alexandra Sturman |
|
1st AD |
Cameron Watt |
|
DOP |
Marin Johnson |
|
1st AC |
Matt Jenkins |
|
EPK |
Aaron Farrugia |
|
EPK |
Will Storr |
|
Gaffer/Grip |
Peter Stockley |
|
Art Director |
Otello Stolfo |
|
Hair, Make Up, Wardrobe |
Natalie Burley |
|
Sound Recordist Music Director, Composer Offline Editors Online Editors |
Keith Bottomley Bruce Heald The Butchery Heckler |
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.