In the air tonight

I’m a fan of authentic communication and storytelling that builds upon the history, culture or identity of a company. Four years ago, I wrote on this blog about Air Malta’s inflight safety movie. The post, titled “the knight on the plane”, described how the airline operator’s video capitalized on the Maltese Islands’ rich history and their famous Knights.

Today, I am writing this new post on a plane flying from Singapore to Perth. I’m not a frequent traveler anymore in that part of the sky (though my CO2 footprint is already big enough to become a non-honorary member of the flygskam movement) but Singapore Airlines is still one of my favorite carriers. Because of its impeccable service – even in economy class – and, I admit, its elegant female cabin crew.

Photo: Singapore Airlines

Earlier tonight, I was really charmed by the airline’s safety briefing video. The movie, produced in partnership with Singapore’s tourism board, iterates the various passenger safety instructions and projects them onto scenes of daily life in the city-state. The beautiful images, of which not a single one has been taken inside an airplane cabin, manage to achieve one of the hardest communication challenges: making your audience listen to a set of boring instructions (which some passengers may have heard a gazillion times before) and keeping their undivided attention.

Now, take your seat, enjoy the safety video and have a wonderful flight with me…