Robyn Ironside, writing for The Australian:
Qantas has quietly rolled out its new safety video which ditches the unlikely locations and frequent flyer cameos of past years, in favour of actual aircraft settings.
Introduced to flights over the weekend, the video runs just under four minutes and includes recent changes to rules about the use and carriage of power banks, delivered by cabin crew and pilots.
…“When developing safety videos, the primary objective is to ensure customers understand what the safety procedures are, but we also need to capture their attention so safety is front of mind, particularly for regular flyers who might otherwise tune out,” Qantas said.
Here’s the video, which curiously, Qantas hasn’t publicized on its own channels. The song you hear in the background is an updated instrumental of Alex Lloyd’s “Amazing.”
Qantas’ “magic place” video was gorgeous, but seems to have caused some anxiety at the airline and the unions for being too distracting. I’d argue that a more cinematic safety video gets people to look up from their phone in the first place, so I’d love to see what the research says.
These videos are also marketing tools, and on those grounds, the new video is effective. I’m convinced1 that the best advertisement for Qantas remains its impeccable safety record.
In any case, I don’t think this specific version of the video will last long. It prominently features the current Qantas uniforms, which the airline expects to retire next year. I’d expect at least a minor refresh soon after.