Air New Zealand has launched its latest safety video titled “A Journey to Safety”, aimed at highlighting the impact of New Zealand’s biodiversity crisis. The spot centres around a young girl who transports a lost takahē (a flightless bird indigenous to New Zealand) to his new home with help from Air New Zealand and the Department of Conservation.
New Zealand’s landscapes are also featured in the video, with the Murchison Mountains in Fiordland, Tiritiri Matangi in the Hauraki Gulf and Sanctuary Mountain Maungatautari in Waikato making an appearance. “A Journey to Safety” will be rolled out across Air New Zealand's international and domestic fleet, and run online.
Collectively, Air New Zealand’s safety videos have generated more than 180 million views over the past decade. Hence, the team decided to touch on this medium to shine a spotlight on New Zealand’s biodiversity crisis.
The airline’s latest offering builds on its eight-year partnership with the Department of Conservation. The two organisations have been working together since 2012 to protect and enhance New Zealand’s natural environment. Under the partnership, the airline has transported more than 3,200 threatened species to safe havens, funded pest traps across the country, and supported marine science and research within New Zealand’s marine reserves.
Air New Zealand’s general manager global brand and content marketing Jodi Williams said the newest video is a charming story with a serious message behind it. While it is lighthearted on the surface, he added that the spot conveys a message that native birds need help.
“We’re really proud of the work we’re doing with Department of Conservation, and hope Kiwis and visitors alike will not only delight in our latest video, but take on the message behind it,” she said.
Meanwhile, the Department of Conservation threatened species ambassador Nicola Toki said a number of the species are on the fast track to extinction, and each year up to 25 million native birds are killed by introduced predators.
“Protecting our native taonga is a massive challenge, but one all Kiwis and businesses can be part of, by doing things like purchasing backyard traps and getting behind their local community groups. We’re thrilled to have been able to work with Air New Zealand on their latest safety video. Our native species are part of our identity as Kiwis, and it’s so important to protect that,” she added.
Similar to Air New Zealand's take on featuring attractions on its safety video, other airline companies too have adopted unique approaches. Qantas recently unveiled its new safety video and celebrate 100 years of its history. The spot features the '80s mullet and '70s moustaches right through to '40s flying boats and '20s propeller aircraft, and recreated historical settings, including onboard aircraft and in airport terminals.