You may think the title of today’s post is oxymoronic. But the fact is, the airlines are doing some pretty smart stuff these days, besides charging for bags, food, and bin space, while filling their planes to capacity, and thus unlocking the keys to profitability. And they are working toward improving the experience, especially when it comes to gadgetry use and WiFi access in the skies.
But is there anything more boring than pre-flight announcements? For veteran and vacation travelers, they are an invitation to doze off or read a paper.
A few years back, Delta gave the pre-flight instruction video a creative spin with their clever use of a funny and captivating flight attendant who came to be called “Deltalina.” They have since produced updated videos that mix humor with the practical safety information that flyers truly need to see. (Except for the lessons about how to fasten the safety belt, a skill that most of us have figured out how to master by now.)
And now Virgin America has one-upped Delta with this safety video that mixes big Broadway entertainment, humor (always important), and must-know information about your flight. And the great line about seat belts? “Buckle up to get down.”
>EMAIL RECIPIENTS: CLICK HERE TO WATCH VIRGIN AMERICA VIDEO<
With more than 5 million views on YouTube (not to mention the word of mouth), Virgin America has taken aviation lemons and turned them into supersonic lemonade.
And how does this translate to radio? Think about how many basic, everyday elements on stations could use this kind of creative twist, whether it’s that weather or traffic sounder you’ve used since 1997 or the production that introduces morning show bits.
Back in the day at WRIF, I had this same feeling with our EBS tests. They were dry, boring tuneouts even before the days of meters. After finally figuring out how to do business with ABC Radio’s legal department, I called our friendly corporate lawyer and simply asked whether any personality on the station could cut the EBS announcement.
The moment she gave me the thumbs up, I sent George Baier, the master of character voices on “J.J. & the Morning Crew,” into the production studio to read the copy in the voice of Dick the Bruiser, the star of that show. Same copy, same length, but in an attention-getting way to put a spin on the mundane. And by the way, people actually heard the test copy. (Hopefully, David Oxenford won’t send me a note, informing me that I broke an FCC rule.)
In another indication that airline marketing departments increasingly “get it,” Delta has come up with a way to draw attention to their new policy of allowing cell phone usage during landings and takeoffs.
Armed with the hashtag #below10kfeet, Delta has launched a contest offering two first class tickets to the best low-altitude photo taken on one of their domestic flights. They’re inviting flyers to “take that picture you’ve always wanted during takeoff and submit using Wi-Fi once enabled.” Of course, Facebook is the entry conduit.
Companies continue to get smarter – integrating their digital tool kits – video and social – with elements that always work – humor and connecting consumers – into their traditional messaging and marketing.
For a legacy business like radio with heritage brands, we can learn a great deal from these airlines flying in the not-always-friendly-and highly competitive skies.
As they say, buckle up to get down.
Thanks to Hubbard’s Greg Solk for alerting me to the Virgin Air video.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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