Singapore Airlines has a new safety video, set not on a plane but in Singapore.
A Singapore Girl visits famous spots in Singapore — Boat Quay, The Intan Peranakan Home Museum, River Safari, Haji Lane, Capitol Theatre and Gardens by the Bay — and demonstrates safety instructions along the way.
The goal, in conjunction with the Singapore Tourism Board, is to highlight and promote travel to Singapore and Singapore connections. And this is somewhat strange to me: investing in marketing travel to and through Singapore to people who are literally already doing it since they’re onboard a Singapore aircraft for the most part when they see the video.
At the same time, the people most likely to travel to Singapore are those who travel to Singapore so perhaps there’s an opportunity to reinforce the decision customers are making (though economy passengers will have that reinforced via the seat back video screens, cup holders, and foot bars their seat provides — as well as more spacious seats than competitors like United Airlines offers).
Now if they could somehow manage to show the safety video on Cathay Pacific and Emirates flights, that would be a win!
Singapore is a great city to visit. It’s more than just a stopover. It’s one of my favorite places in the world for dining, both at the high and the low end and there are fantastic activities. If you haven’t spent time there give it 3 days the next time you’re in Southeast Asia.
And of course Singapore’s airport is widely considered the best in the world. I don’t love that the new terminal has central security, I love the efficiency (for customers) of security at each gate. You can see the boarding door as you get in a non-existent line at security. And when you get off of one flight, you simply walk to the next one or the lounge with no checks to go through.
Long layover? There’s more to do in this airport from the cactus garden; movie theater; the terminal 1 rooftop swimming pool; the sunflower, orchid, and butterfly gardens; or the slide.
As a visitor of course you have access to all the wonderful things Singapore has to offer on a drop-in basis, without staying long enough to experience things Singaporeans complain about.
We get fined for almost everything
Drivers won’t ‘give chance’ when you want to ‘change lane’
The indoors are cold, the outdoors are hot;
And the humid air, it wrecks my hair
These things are all true but is a safety video the best way to reach people who are open to the message but don’t already know?
On the other hand, the safety video got me to write about the safety video, so perhaps it’s doing its job!
(HT: One Mile at a Time)