Pre-flight Safety Stories

People don’t always pay much attention to pre-flight safety messages.

They’re a required part of every flight, but regulations give airlines some leeway in how the information is delivered.

For most flights, it used to be a relatively straightforward presentation.

Today, pre-flight videos have become a defining brand feature for many airlines.

Earlier this year, the Hustle did a deep dive into the world of pre-flight videos, uncovering a surprising amount of creativity and brand strategy.

Exotic shooting locations, celebrity partnerships and big budgets have become the norm for many airlines.

Air New Zealand is perhaps the most notable entrant, with past videos featuring Lord of the Rings motifs as well as celebs like Betty White and Richard Simmons.

Delta recently released an updated video spotlighting its 100^th anniversary with historically accurate pilot stylings and flight attendant uniforms. Compared to Air New Zealand, it’s a relatively straightforward presentation that honors Delta’s history and its commitment to safety.

But it can still have a big brand impact. Here’s Maya Dukes, Delta’s Managing Director of Global Brand Strategy, Creative and Social:

“Our safety video is viewed by hundreds of thousands of customers every day from all walks of life, so it’s the perfect creative venue to honor our history and people while captivating the attention of customers as they prepare for takeoff.” 

Secure Your Own Story First

There’s important information conveyed in the pre-flight demonstrations – other elements can’t overshadow those details or tone.

Yet the recent push for more entertaining and memorable videos reflects a growing realization among airlines of a relevant and valuable brand channel.

It’s a chance to connect with a (relatively) engaged audience both in that moment and on social – Air New Zealand’s YouTube channel has 14 videos with more than 1 million views.