From the CEO

Los Angeles is always a great location for a premiere, which is why we launched the Qantas safety video there last month.

It’s the second safety video we’ve produced that makes Australia (and Australians) the star. Of course, the first priority is to grab your attention for the vital safety instructions you need to know on your flight. But we’ve found it’s a lot easier to do that with something that’s engaging to watch on top of being informative.

So when the video starts rolling out over the next few weeks, you’ll see ordinary Australians walking you through the safety demonstration against incredible backdrops: places like Sydney Harbour; Kings Park in Perth; Uluru in Central Australia; Salamanca Market in Hobart; and Moreton Island in South East Queensland.

The combination of stunning locations and easygoing Aussie charm means the video doubles as the perfect tourism ad. We’re going to be taking advantage of that by working with Tourism Australia and state governments on a campaign to promote the destinations it showcases.

Finding new ways to promote Australian tourism and reach a wider audience is a big focus for Qantas. We recently launched a route between Sydney and Beijing. And we’ve started publishing a version of this magazine in Chinese.

It’s all about helping to introduce Australia to travellers who might be planning a trip for the first time, as well as reaching those who are thinking about a return visit. That’s especially important in a country like China, which is going to be our top source of overseas visitors within a couple of years.

We’re also using new communications channels to take people behind the scenes at Qantas, as there’s a lot of interest in what’s required to run a major airline. One of the ways we’re demystifying that is through our blog, Roo Tales, which covers everything from the industry jargon used in aviation to the inner workings of a jet engine and the impact of strong winds on airline operations.

Whether you’re a fully-fledged “avgeek” or just curious, it’s well worth a read. Like the new safety video, the real stars are the people featured in the blog: Qantas employees who are very good at what they do and are passionate about sharing it.