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Published on : Thursday, January 28, 2016
Due to screen on hundreds of Qantas flights a day to a global audience of almost 30 million people a year, the short video features Australians from all walks of life talking passengers through the on-board safety instructions against the backdrop of locations across the country.
The scenarios featured in the video include:
● 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 video will be introduced across Qantas’ domestic and international fleet from February, as well as featuring on the airline’s online channels. While the video is first and foremost a safety communication, it will also form the basis of a new tourism campaign.
Qantas and Tourism Australia will work together over the next 12 months to promote the locations featured and maximise the benefits for local tourism operators. In particular, Tourism Australia will lend its social media marketing power, helping the video reach millions of people globally.
The campaign comes at a time when tourism is growing at the fastest rate since the Sydney Olympics, setting new records for visitor numbers and spending, with huge potential growth to come.
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,” Mr 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.
“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,” added Mr Joyce.
“Qantas has always been the biggest private sector supporter of Australian tourism and we’re delighted to be working with Tourism Australia on the social media campaign that goes with the new video.
“With the headwind of a lower dollar we have the potential to create a new tourism boom in this country. I’m proud that Qantas is leading the way, not just through our global marketing efforts but by adding flights and seats and expanding our partnerships with the world’s biggest airlines.”
Qantas’ contribution to tourism promotion includes marketing partnerships worth more than $80 million with state and territory marketing agencies and extensive direct Qantas advertising and owned media activity across its global network. A recent Deloitte Access Economics report found that, in 2014/15 the Qantas Group facilitated $9.5 billion in tourism expenditure in Australia, or one in every nine dollars spent, supporting 105,000 jobs across the country.
Full list of locations featured in the video:
Alice Springs, NT
Bondi Baths, NSW
Cradle Mountain, TAS
Deep Well Station, NT
Hamilton Island, QLD
Hobart, TAS (MONA)
Josephine Falls, QLD
Lake Lefroy, WA
Stanwell Park NSW
Yarra Valley, VIC