Airlines getting increasingly creative with safety briefings
More airlines are revamping their in-flight safety videos in a bid to get passengers to pay more attention to the mandatory instructions.
Despite the fact that these five-minute videos contain vital information on what to do in the event of an onboard emergency, many passengers, especially those who fly frequently, zone out when they are being played.
To grab these inattentive travellers’ attention, airlines are turning to their creative teams to design more arresting videos that are able to communicate essential instructions in less bland ways.
Among them is Virgin America, the US brand of Sir Richard Branson’s empire, which recently created a safety briefing that is more akin to a music video.
In the video, which features ‘American Idol’ contestant Todrick Hall and performers from the TV show ‘So You Think You Can Dance’, the traditional safety instructions about turning off all personal electronic devices and stowing your luggage under the seat are reworded into a catchy tune, accompanied by engaging visuals, such as a pair of contortionists putting on their seatbelts and a choreographed dance to show how to put on a lifejacket.
“How many times have you been on a plane where nobody is watching the safety demonstration?” Steve Forte, Virgin America’s chief operating officer, told USA Today.
“People are sitting there reading the newspaper. When you look at this video, you’ll see how it grabs people’s attention.”
Delta is another American airline that regularly plays around with its safety videos and recently launched one especially for the festive season, featuring Santa and one of his elves putting on their oxygen masks and a yeti peeping through the windows of the plane while the pilot gives a message.
“Any piece of content, once you watch it so many times, you tend to disengage,” Mauricio Parise, Delta’s director of marketing communications, told the news provider.
“So it’s not just about the piece of content, but how can we keep it fresh.”