A Novel Strategy for Aviation Safety
TUI’s latest in-flight safety film is a brave step forward for the industry, since safety demos are typically drowned out by the sounds of passengers talking and engines hum. The movie, titled “Safety: A Global Film,” transforms the dull safety brief into a lively cinematic experience that engages and instructs passengers in a completely new way.
Joint Cinematic Brilliance
TUI’s latest safety film, which was co-produced by Missing Link Films and Leo Burnett UK, turns standard instructions into an entertaining story. From the thrilling thrills of a high-octane car chase reminiscent of a spy movie to the adventurous echoes of Indiana Jones in ancient Egyptian settings, the film’s director, Alicia MacDonald, and her team have created a unique visual treat that transports viewers across the world.
Every scene is carefully chosen to capture the spirit of the nation it represents and blend safety advice into the narrative in a way that is both memorable and enjoyable. This is a calculated action used to make sure that passengers pay attention to and retain important safety information.
The Enchantment Concealed Within
In order to get this level of accuracy, TUI brought in dance troupes, historical clothing specialists, and Bollywood choreographers to ensure that every aspect of the production—including the choreography and costumes—was faithful to the genre. The movie is a true worldwide showcase since it takes place throughout a range of environments and locations.
Personalised for a Worldwide Audience
To meet the needs of TUI’s wide European market, “Safety: A Global Film” has been translated into 28 different languages and isn’t just a one-size-fits-all movie. No matter where the trip starts, TUI is dedicated to giving each client a customised experience, which is why this localization project is being spearheaded by Leo Burnett UK in collaboration with other Publicis Groupe agencies.
Industry Acclaim and Upcoming Opportunities
Leo Burnett UK’s Chief Creative Officer, Mark Elwood, called the initiative a “labour of love” and emphasised that it aims to both teach and delight audiences equally well. Toby Horry, Global Brand and Content Director at TUI Group, meanwhile, emphasised the value of the safety briefing and expressed his happiness with the captivating outcome.
“Safety: A Global Film” establishes a new benchmark for in-flight safety presentations when it launches on TUI’s Boeing 787 Dreamliners and a few Boeing 737s. Through the use of film’s worldwide appeal, TUI hopes to inspire as much as educate. With travel returning and the skies growing more crowded, TUI’s creative strategy could lead to a new standard in the way airlines interact with their customers with vital safety precautions.
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