In-Flight Safety Videos: Safety Measure or Marketing Gimmick?
This exploratory paper discusses whether in-flight safety briefings influence the safety of passengers during a real
airborne incident or are these videos just another form of an airline company’s marketing gimmick and promotional
campaign. By analyzing the content of some of the popular in-flight safety videos, thispaper alsodiscusses the fundamentals
of implementing a successful viral marketing campaign, and its impacton the brand image of the airlines.
Keywords: marketing, tourism, airline safety videos, in-flight safety briefing, seeding strategy, word of mouth, travel, viral