Judging Singapore Airlines’ New Safety Video

Singapore Airlines is out with a new safety video that is a big improvement over its old one.

Watch it here–

It is high quality and beautifully highlights some of the key sites of Singapore.

Singapore holds itself out to be a classy airline and this safety video advances that narrative. There is no bawdy humor, no corny humor, and nothing that could detract from the carrier in any way.

That said, the safety video puzzles me. It does feature a Singapore Girl, one of the airline’s two greatest selling points. But it doesn’t feature Singapore’s spacious seats in business and first class or explicitly highlight it warm hospitality.

Granted, there are other avenues with which to highlight Singapore’s great in-flight product, but it seems like a safety video is a good place (i.e., wow, maybe we buy business next time). On the other hand, the safety video is screened to passengers who have already boarded the flight and are either headed to or leaving Singapore. When the safety video becomes an advertisement for a destination, it seems less valuable when people are already headed there (or leaving).

CONCLUSION

So I like the new video but think that it just doesn’t do anything to make me want to fly Singapore Airlines (not that Richard Simmons makes me want to fly Air New Zealand…).

(H/T One Mile at a Time)

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