Etihad Airways has revealed a new COVID-inspired inflight safety video which was filmed on location at the Louvre Abu Dhabi. Most notable is the airline’s decision to include specific instructions on the need to remove a hygiene face mask before putting on an oxygen face mask in the event of a decompression.
That decision contrasts with Air France’s highly acclaimed new safety video which made absolutely no reference to COVID-19.
Instead, Etihad continues to put the concept of ‘wellness’ front and centre of its marketing efforts as the beleaguered airline looks to carve out a niche market as the world emerges from the pandemic.
Etihad is betting big that passengers will choose airlines that take hygiene and COVID prevention seriously as travel restrictions ease and more people can fly again. Earlier this year, Etihad became the first airline in the world to only use vaccinated pilots and cabin crew on all of its flights.
“Our safety video needed a refresh including the safety messaging requirements due to Covid,” explained Etihad’s executive director of guest experience brand and marketing, Terry Daly.
“This new video goes beyond its main purpose of educating guests about essential safety information, it also reflects our brand and personality, while leveraging the very best of our beautiful home, Abu Dhabi,” Daly continued.
The video also includes new music from a siganture sound collection designed exclusively for Etihad. The airline says the music is an “eclectic mix of Emirati and international instrumentation and arrangements, played by musicians from the UAE and around the world.”
The new video will be progressively rolled out from April beginning with Etihad’s fleet of Boeing 787 Dreamliners. Etihad has replied upon its efficient Dreamliner fleet but see’s little future for the quad engined Airbus A380 which is likely to never to fly with the airline again.
Last year, Etihad passenger numbers plunged by 76 per cent, sending the government-owned airline to a $1.7 billion loss. Chief executive Tony Douglas maintains that the airline is targeting a “complete turnaround” within two years.
