Editorial | At last, a refreshing new air safety video, courtesy of Hong Kong’s Cathay Pacific
- Cathay’s latest production features the usual instructions against a colourful backdrop of the things that make Hong Kong great
As airlines spread their wings around the globe again following the long Covid hiatus, a spate of alarming mid-air incidents has heightened concern over air travel. While safety is as much the responsibility of the carrier as it is of those on board, most passengers do not pay much attention to safety instructions, whether they are pre-recorded videos or live demonstrations by crew members.
Airlines have to work even harder to attract eyeballs and get the message across. Well aware of the challenges, some major brands have gone an extra mile to produce more entertaining and cinematic videos over the past decade, featuring celebrities, dancers as well as cultural and tourism elements.
It is good to see Cathay Pacific catching up with its release of a new safety video with a Hong Kong flavour. The six-minute clip runs through the usual safety instructions and demonstrations against different backdrops of the city, taking viewers along an exciting journey of vibrant city life, imposing landmarks, natural landscapes and heritage and cultural attractions.
Whether the city’s appeal has been fully reflected is essentially a matter of judgment. But the video is eye-opening for those who are unfamiliar with the city.
The initiative has brought the Hong Kong flag carrier on par with airlines which are known for their unconventional approach to in-flight safety videos. Indeed, those investing in their safety video productions do not just gain the attention and cooperation of those on board to enhance flight safety.
