Thomson takes quirky approach to in-flight safety
Thomson is using children in its in-flight safety briefings in order to better engage passengers.
In its new safety film, a group of children talk passengers through the ins-and-outs of emergency exits, oxygen masks and lifejackets.
The operator said children were used for their charm and ‘ahh factor’ with the aim of ensuring that passenger engagement remains high throughout the entire safety video.
The move comes after research by the National Transport Safety Board in 2006 found that 54% of passengers did not watch the in-flight safety video in its entirety.
“By adopting a somewhat quirky approach to a mandatory airline safety briefing, we believe that we will achieve increased levels of attention from our customers – and any subsequent debate that arises over in-flight safety can only be a good thing,” said Carl Gissing, director of customer services at Thomson Airways.
When testing the new film, Thomson found that there was a:
– 15% increase in the number of passengers who paid full attention to the video
– 66% increase in the number of passengers who felt that the new film made them feel more safe
– 33% growth in the number of passengers who engaged with the video
– 91% rise in the number of children under the age of 12 who watched the entire video until the end.
The new safety video has been approved by the Civil Aviation Authority and will feature on all short and mid-haul Thomson flights from July 13.
It will be rolled out on all long-haul routes from September 2009.
To view the video, use the following link:
http://www.youtube.com/ThomsonHols
Then, tell us what you think of it by clicking on ADD A COMMENT below.
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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