As vaccination efforts continue to ramp up, airlines will be hoping for increased passenger demand in the near future. Abu Dhabi-based UAE flag carrier Etihad is one airline that is already making preparations for such traffic, including producing a new safety video. It has taken an innovative approach to this project by filming it in the Louvre Abu Dhabi museum.
Etihad’s new safety video
Etihad Airways has unveiled its brand-new safety video today. The demonstration is set largely on location in none other than the Louvre Abu Dhabi. This museum showcases art and civilization from across the world. This connects Eastern and Western art similarly to how Etihad’s network connects the world through its Abu Dhabi hub.
According to the airline, the video aims to give passengers “a glimpse of what attractions [Abu Dhabi] has to offer.” Of course, this purpose is secondary to its primary function of ensuring passenger safety onboard. Alongside the visual aspect, the video’s soundtrack gives viewers an experience of both Emirati and international artists. Etihad states:
“The accompanying music is part of Etihad’s new signature sound collection. (…) The sonic branding is inspired by Abu Dhabi and is an eclectic mix of Emirati and international instrumentation and arrangements, played by musicians from the UAE and around the world.”
Updated to reflect the current situation
Etihad also consciously considered the requirements of travel under the current circumstances when producing the video. Terry Daly, its Executive Director Guest Experience Brand & Marketing, stated that the video “needed a refresh including the safety messaging requirements due to COVID.” The airline also took precautions on the set of the video itself. Specifically, it confirmed that “all cast and crew [had] to present a negative PCR test.”
Etihad plans to progressively introduce the new video throughout its fleet. The rollout is set to begin next month, with its Boeing 787 ‘Dreamliner’ aircraft being the first to receive it. Meanwhile, its Airbus A380s will presumably be at the back of the queue. Etihad’s superjumbos remain grounded, and its CEO is doubtful of the prospect of their return.
A similar project at Air France
Etihad is not the only airline to have showcased one of its country’s cultural institutions in a new safety video this year. Indeed, French flag carrier Air France revealed its own sightseeing-inspired safety demonstration last month. This was the carrier’s first new video in six years. The demonstration featured various Parisian landmarks. These included the Eiffel Tower, the Louvre museum, the Palace of Versailles and the River Seine.
Airlines certainly seem to have become more creative with their safety videos in recent years. Indeed, carriers have used creative methods such as yoga, lego and even K-Pop for these demonstrations. Although the safety video is an incredibly important part of any flight with a very serious message, it is nice that this can be portrayed creatively.
What do you make of Etihad’s new safety video? If you have flown with the airline, how does it compare to previous versions? Let us know your thoughts in the comments!