Has Singapore Airlines just produced the most epic in-flight safety video of all time?

Singapore Airlines aims to take passengers beyond the confines of the cabin on an epic journey across the island state with its new in-flight safety video.

The recently released film allows viewers to join Elizabeth Quek, an airline hostess, on a panoramic exploration across various locations in Singapore including  Boat Quay, Haji Lane, Capitol Theatre and the iconic Gardens by the Bay.

Having racked up more than half a million views on Facebook, plus 200,000 on YouTube, the video has been used as a marketing ploy by the airline, as well as being an effective way of encouraging flyers to actually watch the safety demonstration.

SIA’s attempt to create an in-flight video that goes beyond the usual grain follows Qatar Airways’ demonstration in 2016, which featured players from Barcelona FC.

Australian airline Qantas also took the opportunity to turn its safety demonstration into a tourism ad in its 2016 video.

Created by agency-of-record TBWA, SIA’s video stemmed from an agreement signed between the airline and Singapore Tourism Board, aimed at promoting travel to Singapore.

Under the partnership, SIA and STB will jointly invest S$10 million over three years in marketing, event promotion campaigns and travel technology.

The partnership, signed in June, came at the same time as Goh Choon Phong, the CEO of SIA, announced that the airline would need to cut jobs after suffering a S$138 million net loss in its fourth quarter.

The airline has also been forced to cut ticket prices due to challenge of fiercely intense competition, and recently offered its crews unpaid leave.

SIA has not revealed how much this particular video cost to produce.


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