How the safety videos keep raising the bar: Staying authentic, but getting more creative!

Home » How the safety videos keep raising the bar: Staying authentic, but getting more creative!

When it first came out last year, Qantas International CEO,  Alison Webster said the airline’s safety video was a creative way to share the spirit of Australia with millions of customers every year while communicating important safety information.

“This video lets us show off some of the amazing places you can travel on our network, and acts as a quick induction on Australian culture for visitors overseas about to fly here on a Qantas aircraft.” she said.




It’s a seamless cinematic transition between cities across the international Qantas network which was filmed over five weeks.   So who are the 20 Australians living in or visiting the destinations featured, as they explain lifejackets, emergency exits and why you should always ask for help if your phone slips between the seats?

Melbourne Airport, Melbourne VIC
The pilot is Michael Armessen, a Second Officer on the Qantas A380
The family is from Melbourne

Shinjuku and Shibuya, Tokyo – Japan
The woman is a personal stylist in Tokyo

The Bund, Shanghai – China
The woman is an Australian actor in China

Soho, London and Brighton – UK
London – the friends live and work in London
Brighton – the couple is travelling through the UK

New York – USA
The woman is an actor on Broadway

Andes, Santiago – Chile
The woman works as a translator and teaches English and the man works for an education agency

Eden Park, Auckland and Queenstown – New Zealand
Australians visiting New Zealand

Kruger National Park, Johannesburg – South Africa
The couple lives in Johannesburg

Marina Bay Sands, Singapore
Both people work at the Singapore National Stadium

Cottesloe Beach, Perth – WA
Michael Armessen is a Second Officer on the Qantas A380

“We use real people, rather than actors, in our safety videos because it creates a sense of authenticity that’s very Australian in itself,” she added.



A look back:



Qantas CEO, Alan Joyce always said the goal behind these regular updates to their safety video was to make them engaging as well as informative.  The 2016 safety video clocked in 90 million views across inflight screenings and socials.

“What we’ve found is that it’s a lot easier to grab people’s attention with something that’s interesting to watch,” Mr Joyce said.  “We know the combination of beautiful landscapes and laid-back Aussie charm really cuts through.  It’s also why this video doubles as a perfect tourism ad.”

In this production with Tourism Australia and state tourism businesses, this 3 minute video was filmed over 12 days, featured St Kilda Pier, Docklands Melbourne (VIC), Hunter Valley, Sydney Harbour, Cape Banks (NSW), Q1 Tower Gold Coast, Moreton Island, Cape Hillsborough (QLD), Kings Park (WA), Field of Lights Uluru, Darwin (NT), Mount Ainslie Canberra (ACT), Mount Hotham (VIC), Barossa Valley and Port Lincoln (SA).

“Finding smart ways to reach new audiences is a priority for Qantas and the whole Australian tourism industry, and we’re looking forward to rolling the video out as part of our strategy to keep visitor numbers growing.  We’re confident it’ll strike a chord with travellers from around the world, not to mention Australians thinking about holidaying at home.”

We’ve really come a long way from this vintage classic from 2013 haven’t we?


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