Virgin America (San Francisco), the airline that first put an irreverent twist on the in-flight safety video in the U.S., is taking its pre-flight safety education to new heights with the first-ever domestic safety video set entirely to music and performed in dance. Launching on Google Play, YouTube and live on digital billboards across Times Square including the American Eagle billboard (at W. 46th Street & Broadway) at 12 p.m. ET yesterday, the video will take to the skies on flights nationwide in November. Virgin America first made waves in the safety video genre in 2007, when it became the first domestic airline to feature a cheeky in-flight safety video across its fleet. The cult favorite animated video will still be featured onboard the airline’s Red™ in-flight entertainment platform, but the new “VX Safety Dance” video will freshen up the rotation with a unique pre-flight safety experience that flyers will enjoy – and pay attention to. The new video was directed by Hollywood blockbuster film director (and Virgin America frequent flyer) Jon M. Chu (G.I. Joe: Retaliation, Step Up 2) and includes some of the top dancers, singers and choreographers from American Idol and So You Think You Can Dance – with production by Virgin Group’s entertainment arm, Virgin Produced.
Bottom Line: For all other staid airlines: The old way of presenting information (including the required safety information) is dead. In order to be on the cutting edge today, especially with the new “You Tube Generation” customer base, you need to stand out and be different especially with lively videos. Some airlines get it, many others do not. Largely led by Air New Zealand in the industry, Virgin America is also a proud member of this fast growing group. For the older CEOs and airline managers clinging to the past, it is a new and different age. You must adapt or be left behind.
Have you seen other interesting video examples from other airlines? Send us the link and we will share them with the WAN readers: airliners gallery@gmail.com. Thank you.
Virgin America: 