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,
