Qantas unveils a new onboard safety video via Brand+Story

By Ruby Derrick | 24 January 2024

Qantas has a new onboard safety video featuring frontline team members and Frequent Flyers on a journey via destinations in Australia and around the world.

The video, the fifth created by creative agency and production company Brand+Story, replaces the Qantas Centenary themed video that has been screening since 2020.

The duo behind the recent Qantas Safety videos, Paul Chappell and Josh Whiteman from Brand+Story, started on the new concept 18 months ago.

A new safety video had big shoes to fill given the success of the Centenary Video that captured the airline's commitment to safety over the past 100 years. 

Chappell says the agency, after much discussion with Qantas, landed on the idea of Magic Place.

"We all have a magic place in the world and Qantas has been flying us there safely across generations," he says.

Whiteman, who takes director credit, wanted to ensure the safety video was committed to the safety credentials of the airline while imbuing the video with a sense of optimism.
"It's been a tough few years for travellers and the travel industry, and we wanted to create a new narrative around the joy of flying to the places that mean something to us," says Whiteman.
Qantas chief customer officer Catriona Larritt says safety is the number one priority across the Qantas Group, and the inflight video together with Cabin Crew, plays a key role in capturing the attention of travellers to watch and listen to the critical information.

“First and foremost, the video is about familiarising our customers with safety procedures and we try to make it as engaging as possible, in particular for regular flyers who might otherwise tune out," she says.

The 2024 video features Qantas pilots, cabin crew and customer service agents and Frequent Flyers sharing the safety information from their “magic place” destinations from Litchfield National Park to Lapland.

Larritt says Qantas is proud to feature its own well-travelled team members and customers.

"To not only deliver the safety message but also promote travel and tourism by inspiring people to explore destinations they may not have experienced throughout Australia and beyond," she says.

The video will be progressively rolled out onboard Qantas flights from this week, with 75 versions including 12 different languages.

The new Qantas safety video was filmed across 14 destinations over 40 days in temperatures ranging from -36 degrees in Lapland, Finland to 36 degrees in Jaipur, India.


Agency: Brand+Story
Director: Josh Whiteman
Production: Positive Ape
DOP: Peter Eastgate

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