The video will be introduced across Qantas' domestic and international fleet from February, as well as featuring on the airline's online channels. While the video is first and foremost a safety communication, it will also form the basis of a new tourism campaign.
Qantas CEO Alan Joyce said the video was a unique platform to promote the local tourism industry and capture the confident-but-relaxed Aussie personality that visitors tend to fall in love with. "We've experimented with different settings for our safety videos over the years, but this time we saw an opportunity to celebrate Australia itself," Joyce said.
"The result is something that we believe is really special and powerful, but warm, funny and down to earth at the same time, because it's about everyday Australians.
"We're confident that it's going grab people's attention and get them focused on the safety information that every Qantas customer needs to know.
"With the headwind of a lower dollar we have the potential to create a new tourism boom in this country. I'm proud that Qantas is leading the way, not just through our global marketing efforts but by adding flights and seats and expanding our partnerships with the world's biggest airlines."
Qantas' contribution to tourism promotion includes marketing partnerships worth more than $80 million with state and territory marketing agencies and extensive direct Qantas advertising and owned media activity across its global network. A recent Deloitte Access Economics report found that in 2014/15 the Qantas Group facilitated $9.5 billion in tourism expenditure in Australia, or one in every nine dollars spent, supporting 105,000 jobs across the country.
