SWISS is to introduce a new safety video that replaces the present character animations with real people conveying the key safety instructions from various locations in Switzerland. Passengers will now be given all the information they need in an emotive context, all easily understandable and with a dash of Swiss charm. The new safety video will be premiered aboard the company’s first Airbus A350.
The new Swiss International Air Lines (SWISS) safety video blends instructions and key messages with Swissness and emotion. All the safety-relevant information for the flight ahead is embedded in a story of a journey through Switzerland. Real people and impressive Swiss landscapes are used to attract the passenger’s attention and create a direct communication which should ensure that the instructions provided are effectively retained. The new safety video replaces the present animated film, which has been in use for more than ten years now.
Safety on board is always paramount at SWISS. “We want our passengers to not just see and hear our inflight safety instructions,” explains Chief Operating Officer Oliver Buchhofer. “We want to ensure that they really understand them, too, and can recall them should they need to. Whether we’re telling them how to use their seat belt, when to stow their electronic devices, where the emergency exits are located or how to put on the life vest or the oxygen mask, we want to convey all this key information clearly, understandably and as impactfully as possible. And our new video’s real-life scenes that appeal strongly to the emotions will really help us do so.”
The new safety video also features original graphics of icons and aircraft safety-on-board cards to ensure that the messages communicated are as clear as can be. And relevant safety actions are demonstrated by uniformed cabin personnel.
Storyline and realization
The story told in the new SWISS inflight safety video is of a young woman who is about to revisit her native Switzerland. As she prepares for her flight in her New York home, she recalls the memories of her previous Swiss travels: hiking in the Alps, road trips through magical landscapes and visits to Zurich and Geneva, SWISS’s two hubs. Both visually and conceptually, the video is also closely aligned to the new SWISS Senses long-haul air travel experience.
“With our new video we’re both breaking with our familiar communications and combining safety and Swissness in a unique new way,” adds Chief Commercial Officer Heike Birlenbach. “By putting a particular focus on close-ups and special moments, we accompany the main character through her memories of all the places she has been. So the video captures both Switzerland’s ambience and our SWISS brand identity, while still retaining all the vital importance of its safety instructions.”
The new video has been specifically given a timeless dimension, which will allow it to be used systemwide for many years to come. Thanks to its modular structure, updates can be integrated if required. And since the specific safety details for each type of aircraft in the SWISS fleet are included in graphic form, the video can be shown on all aircraft types with appropriate modifications.
Premiere aboard the new Airbus A350
SWISS will premiere its new inflight safety video aboard its first new Airbus A350, when the aircraft performs its delivery flight from Toulouse to Zurich in early October. The new video will then be gradually rolled out to further long- and short-haul SWISS aircraft types during the coming winter. Further information on the new SWISS safety video can also be found in the SWISS Magazine.
