Holy smokes, another safety video from Air New Zealand? Hell, why not? The previous, dubbed “Safety Old School Style” features America’s sweetheart comedienne Betty White and a cast of golden oldies. Past Air New Zealand safety video hits have included the Hobbit-themed ‘An Unexpected Briefing’, ‘Fit to Fly’ starring fitness guru Richard Simmons and more recently ‘The Bear Essentials’ featuring renowned television adventurer Bear Grylls. But the latest is perhaps one of the most controversial yet.
Titled ‘Safety in Paradise’ released a few days ago, the film was shot in the picturesque Cook Islands and features some of the biggest names in modelling. Chrissy Teigen, Ariel Meredith, Hannah Davis and Jessica Gomes all star while one of the original supermodels and three time Sports Illustrated cover girl, Christie Brinkley, makes a cameo appearance from her supposed ‘home’ in Los Angeles.
“The behind the scenes video (released last week) has generated much conversation around the world about our brand and the Cook Islands as a destination since it was released last week. It’s exciting for us to release the full video today and we hope it will encourage many viewers to consider a trip to the Cook Islands,” says Jodi Williams, Air New Zealand Head of Global Brand Development. This is a clever turn around from Air New Zealand, who faced fierce opposition to the video. This isn’t the first time women have been used so obviously to promote an airline, from the world’s largest low cost carrier, to carriers in Asia, the timeless image of women and airlines still has strength in brand promotion, and always spark column inches in the newspapers.
Sports Illustrated Swimsuit Editor MJ Day says Safety in Paradise is an exciting component of the magazine’s 50th anniversary celebrations. “Our partnership with Air New Zealand is brilliant in every way. We were able to create a raucous safety video in the true spirit of SI Swimsuit and our Kiwi friends,” says Ms Day.
Sports Illustrated Swimsuit has a major worldwide marketing campaign planned to celebrate the 50th anniversary of the magazine and Air New Zealand will feature in that activity.The Cook Islands is a key Pacific Island destination for Air New Zealand. The airline has operated flights there for more than 40 years and in 2013 alone carried almost 200,000 people to the island paradise from Auckland, Sydney and Los Angeles.