Qantas signals thawing of relations with Tourism Australia with new ‘tourist’ safety video

National carrier Qantas has signalled a thawing of relations with Tourism Australia by launching a new in-flight safety video showcasing a range of Australian destinations.

In a press release today the airline said it would “work together” with the tourism body over the next 12 months to showcase the video and destinations, with Qantas keen to leverage TA’s huge social media release.

Qantas severed ties with TA in November 2012 accusing then TA chairman Geoff Dixon of trying to destabilise the airline as part of a consortium of shareholders with ad man John Singleton.

However, the airline has continued to support tourism by working with state and territory marketing bodies, while rivals Virgin Australia have struck a marketing deal with TA.

The new video comes in the same week as TA launched its latest $30m global marketing push, this time showcasing the coastal and aquatic attractions of the country in a three-minute film voiced by actor Chris Hemsworth.

Qantas’ new video talks through all the important aspects of the on-board safety briefing using some creative settings, including:

  • An oxygen mask demonstration at the Museum of Old and New Art in Hobart;
  • A life-jacket demonstration at Bondi Icebergs;
  • A brace position demonstration during a yoga class on Hamilton Island;
  • Counting rows to the exit on a Yarra Valley winery; and
  • An emergency slide demonstration at Josephine Falls in Queensland, among others.

The new push from Qantas takes a leaf out of the marketing playbook of Air New Zealand, which has become a global leader in creative safety videos, leveraging marketing and sponsorship deals with the likes of film The Hobbit and, more recently, The All Blacks ahead of the Rugby World Cup.

Hear All Blacks marketer Todd Barberel talk about the tie-up with Air New Zealand during his keynote presentation at the Mumbrella Sports Marketing Summit 2015.

Qantas CEO Alan Joyce said in a statement: “We’ve experimented with different settings for our safety videos over the years, but this time we saw an opportunity to celebrate Australia itself”.

“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.

“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,” Mr Joyce said.

The campaign comes weeks after a Deloitte Access Economics report suggested Qantas facilitated $9.5bn in tourism expenditure in 2014/15.

It is set to roll out on both domestic and international flights from February.

Alex Hayes

Mumbrella’s Travel Marketing Summit takes place on April 6 in Sydney. For more details click here.

2016 Travel



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