MEA

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Prior to jump­ing on the band­wagon, Air New Zealand had pi­o­neered a new age of safety videos – that tell a story (the Hob­bit story). Fol­low­ing that same path, two other air­lines, Qatar Air­ways and Air France also rolled out well-pro­duced ads, which must have res­onated well with Mid­dle East Air­line. As a re­sult, the com­pany bor­rowed the con­cept and trans­formed the safety video into a touris­tic kalei­do­scope of a brochure. De­spite the fact that safety videos are usu­ally long and counter pro­duc­tive, es­pe­cially for jit­tery trav­el­ers try­ing to keep safe, MEA man­aged to en­ter­tain the au­di­ence, while po­si­tion­ing it­self dead cen­tre in a move that de­serves praise.

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