Once rights are secured and talent has signed on, production begins. To keep up with different audiences and platforms, each one entails a suite of nearly 30 different pieces: different segments for different aircraft, a YouTube teaser, cuts for Instagram and Snapchat, Asian cuts for WeChat, on and on. The in-flight video is shipped to the Air New Zealand fleet about six weeks before it goes live.
“It’s not about just the safety video anymore,” Williams says. “They’ve become entire marketing campaigns, with different audiences and markets, and you’re constantly looking for ways to evolve and engage.”
Safety videos as a source of national pride
In focus groups with New Zealanders, Williams says, they compliment the safety videos for showcasing the country’s personality and its overlooked destinations. And since Kiwis want the world to love New Zealand as much as they do, the videos also foster a sense of pride.