By Marco Serusi

In today’s online arena, those brands that come up with a creative and compelling ‘traditional’ commercial — more common today in the form of airline YouTube videos — will be rewarded for their creativity as their work will spread very fast around the world. The biggest development, however, has been the revival of the traditionally boring airline safety video. As airlines are thinking outside the box to create flight safety videos that passengers, and those safely on the ground, actually enjoy viewing, some of the videos have become commercials in their own right.

Weaving a brand identity around videos

Started as a way to get the attention of flyers on-board, most notably Air New Zealand has developed a reputation for its unusual safety videos. For Air New Zealand the unconventional videos are about much more than checking off a box on safety regulations: they have become part of the airline’s identity, doubling as marketing tools and raising awareness of the carrier around the globe. In this case-pack we will see another unique video by Air New Zealand.

airline-marketing-benchmark-report-banner-simpliflying

Other ways to get passengers’ attention have been to show behind-the-scenes action e.g Delta; to restate a brand identity and invoke long-lasting associations, for example using Singapore Airlines’ Singapore Girl; using celebrities to get across a brand message e.g. Turkish Airlines; invoking curiosity e.g. KLM or simply by being funny and memorable e.g. WestJet.

We hope you enjoy our case-pack on the best airline YouTube videos from around the world.

 

Marco Serusi

Marco Serusi

Senior Consultant at SimpliFlying
Marco is a Marketing Consultant at SimpliFlying and is based in Valencia, Spain. He is a subject matter expert and consultant on social media practice in aviation. He has contributed extensively to thought-leadership in this space as well as held training workshops for senior aviation executives on behalf of SimpliFlying. He advises clients globally on aviation marketing strategy.He’s Italian, but has lived in several countries since he was 18, earning an Air Transport degree in the UK, a pilot license in Florida and an MBA in Spain. He now lives in Valencia, Spain where he previously worked as a Marketing Director.You can talk to him in Italian, English or Spanish. You can also tweet him at @simplimarco, e-mail him at marco@simpliflying.com.
Marco Serusi
Marco Serusi

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  • http://www.athrust.com/ John Hurt

    Wow, 105 million is a lot of views! Seems like Turkish Airlines chose a very effective marketing strategy.

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