If you fly Air New Zealand soon you may get the chance to see something unexpected. In place of the standard in-flight safety video which seems designed to put people to sleep, they are currently running a Hobbit-themed video featuring hobbits, elves, and even a cameo appearance by director Peter Jackson. The promotion includes a chance to win passes to attend the world premiere of “The Hobbits.” (Russell, 2012)
But, what’s more interesting to me is the idea of turning a forced exposure into an entertainment/marketing opportunity. I am reminded of a flight attendant I once had on an American Airlines flight, who added a bit of shtick to the standard message. She got my attention, made me laugh and perhaps most importantly got me to tune into her speech instead of ignoring it as I usually do.
If you haven’t seen it, here it is below.
So what do you think? Is it a win win?
Russell, M. (2012, November 7) ‘The Hobbit’ Takes Over Air New Zealand’s In-Flight Safety Video. adage.com. Retrieved November 8, 2012, from,